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Only understandable if it isnt that fast and is only 970/390 performance.
If it was near 1070 performance surely they would be saying so otherwise they will lose a lot of sales to the 1070 that they could have otherwise had.
It has been stated many times the 480 is on par with a 390x/980, possibly a little more - based on the leaked benches seen.
I doubt they will lose sales to the 1070 if around the same day as the 1070's release AMD seed what will be a superior performing GPU.
The ideal time to strike with new info is at 1070 release.