They can get away with it year after year until AMD brings to the table a 980Ti capable card prior to a launch of Nvidia's 980 cards at cheaper pricing.
AMD has the 290X and the 290 out 10 months now. The non reference ones were faster and cheaper out of the box than all the non reference 780s/780Ti and Titan Black who sold with +£100 to +£300 premium. While since Spring you were able to buy 2 290s for less than a Black.
The 295X2 was cheaper than the Titan Z, and today is cheaper than a single Black.
The difference is the hype of the fanboys
I still remember all the hype in here that nothing will beat the Titan Z. It came out. Was beaten by a 290 CF at a fraction of the cost, and even from the 295X2.
When last year AMD announced the 290X everyone here was bashing it that the 780Ti and the Titan Black will cripple it. All cards came up.
After that silence, because actually you had to struggle to buy the 780Ti over the 290X. Only if you wanted to buy the brand. Or else made no sense and they were more expensive also.
Fast forward to this month.
Everyone is cheering to the 980/970 even if actually they are not that fast than the 780/780Ti nor the 290/290X.
And spare me the crap anyone who will try to point a chart on a site. When they compare a eg Vapor-X (cat 14.8) with the factory overclocked 970s/980 yes. Come around and point that chart.
By trying to use 13.12 AMD drivers with 290/290X reference blowers from last year is like comparing apples and oranges.
The same applies to GTX780. Every driver used with them on reviews is before April 2014 and all at stock speeds. The significant majority of the 780s in the market were Ghz factory clocks, and all 780/780Ti got 12% performance boost from the April drivers alone.
If you factor that, along side what cards you could buy from the 780/780Ti/290/290X the 970/980 was just nothing important.
Yes power consumption under load some will say, by what? 100W that is £0.009 per hour.
(0.9p). Which is £16.45 annually for 5 hours per day under full load for 365 days.
Does that justifies the money someone going to lose by selling his card and buying a new one? Especially when those cards going to be outdated in just few months?
Doubt it