It is just the tiresome old DM rubbish. Heat and power don't matter unless it is in relation to his anti nvidia toxic rants.
Heat and power don't matter
MUCH, they are the least important factors.
Would you buy a card that used 50% less power if it cost 50% more for the same performance or cost the same but was 30% lower? The 480 GTX had all kinds of problems and power/heat were another in a long line of issues with the card. Had it been competitively priced I wouldn't have cared and neither would anyone else. Twice the price of a 5850, 6 months later, when a 5850 overclocked could beat it very easily.... not a very exciting card... it was ALSO hot and loud, but it was price, performance, timing that made it a useless card.
Titan Z, uses less power than a 295x2, is quiet enough, actually runs hotter than the 295x2 but not in a way that particularly matters. Why is no one buying it, why did AMD and Nvidia users alike mock it mercilessly, price. The price was ridiculous on it's own, the price for the given performance was abysmal, the card was a joke, even without having insane power, temp or noises it's a bad card...... it's almost like power/heat are the least important factors and performance and price are the biggest.
I said this at the time the 480gtx came out, every time this random ridiculous argument is brought up, and now. It is in fact the few Nvidia users that change their mind on when heat and power are important. Not least because the 980gtx offers basically nothing new in terms of performance, it's only positive factors which have moved forward are heat and power... it is Nvidia users who suddenly want to push them as the most important when they never have done before.