Soldato
I don't know, some people have watercooled or 12 fan cases but not all of us care to bother with that crap or have the money but still want a good card. I don't want some loud, hot, expensive card that costs more and is barely better than the others. It's a balancing act, do I want to throw my money away or do I go for price / performance. Generally I go for p / p so I'd have not bought a 480 even if it was the fastest. I have a GTX 460 so I'm not against Nvidia but before the 460 and the 5xx series those cards were to be avoided for most people.
There's no denying that the 480 wasn't an epic failure when it launched. It was.
Many had already bought the 5000 series because they were fast and they were sick of waiting, but even a good chunk of people who held out simply laughed and then went and bought a 5000 series card.
They simply didn't sell well. They had too many bad points, the only good one was that they were faster.
However, I still maintain they weren't terrible cards. Back then airflow and cable management were just starting to become a standard, and many people put them in cases they really ought not to have been in. It still happens today. People bending or cutting their cases to get a card in that really should not be in there.
I will say though that since cooling has become more important and good cases have been sold the 480 is far from untameable now. I know a good few who bought them at £199 or so last year and have had no significant problems.