Nvidia aren't trying?I wish AMD would get their arse into gear and release something proper, to give Nv an excuse to actually TRY.
AMD introduced what they consider a big architectural jump with Polaris and hyped up their efficiency gains a whole lot, plus have the node shrink. And they are still well behind in terms of efficiency. You think Nvidia can achieve that sort of stride while being lazy about things?
Nobody in this sort of tech sector is ever sucking their thumbs, content with what they have. The name of the game is always to push, push, push. Even without competition, it is in their best interest to always be releasing bigger and better products. Because that's how you get people to want to replace their old tech with new tech.