Oh well, if their performance doesn't justify the prices, I'll see if AMD can offer a good upgrade from my 1080Ti.
I am under no doubt they will be fast. They have to be. Nvidia are releasing first, and big Navi could be pretty good. Small Navi was good enough to give Nvidia a slap and reduce the price of the 2060, 2060S and 2070 and S. If they lose at the top end? or AMD even get within 20%? there goes your credibility and your stupid £1400 GPUs.
The 3090 is designed and made to do lots of things. Guzzling power will be a side effect of cheap dies from Samsung, but it has to win. And do it well. And be released first.
That is why it is as ridiculous as it already sounds, and why Nvidia have gone so mental on the size and power connectors ETC. It simply can't lose.. If it does oh boy there goes their crown and their share prices. So it won't lose, and they won't lose face but will come with its caveats (not that any one will care about when spending £1400 on a GPU).
GPUs have always lived and died by a simple equation.
Hot + loud + guzzle power + not being ATI by more than 10% or so? = fail (see GTX 480)
Hot + quiet + guzzle power - win (see GTX 580 with its artificial limit in place)
However, all any one really gives a crap about who is going to buy one? performance. Every other metric can be absolute crap but if the performance is good enough no one will care. See also Radeon 290 stock cooler. In every way it was absolutely terrible but it was a complete success.
If this 3090 cooler is to be believed then I would say it will cope OK with a 400w card. Well, it will make noise but again no one will care. The last thing they would ever do is strap an AIO to it because then they would never get rid of the stigma (see also Fury X and its terrible, noisy unreliable AIO).
Unless they impose serious power limits (going back to Pascal) then this thing will need water to shine. Just like the Pascal 1080ti, Titans and the 2080Ti. But Nvidia won't do that they will leave it up to you.