Yeah? tell that to AMD and the partners who are having to manufacturer more ref models due to the overwhelming demand for them which more than beat expectations...
Dont believe me? Gibbo posted this himself, fairly sure he if anybody knows the situation.
Hence the delay on the AIB Custom cards, they have obviously had to put them on hold to fulfill back orders for the Reference model, in essence the 480 is now a victim of its own success.
Now if the reference sold that well, i can only imagine ho well the custom cards are going to sell for, yes AMD will lose some sales to impatient customers who will just buy Nvidia, but i bet there are equally as many if not more who are holding out for the 480 customs regardless.
Overall, despite this small bump in the road, id say the 480 has been a success, the non issue with power was fixed, and most people buying custom either dont care about heat and noise, or knew and didnt care. Those that do are holding out for Custom or something else from another competitor.