Did it ever came to your attention that the successor to GTX 970 is GTX 1070...a $400 part mind you? You are looking in the completely wrong price bracket if you want to upgrade from GTX 970.
They are doing it on purpose. It's just a diversion tactic. Should we compare $399-449 1070 to after-market 980Ti cards that can be found on Newegg for $410-420 and make a claim that NV hasn't moved price/performance in a year?
There are clearly biased gamers or NV paid marketing or gamers who don't understand tech upgrade paths -- all trying to do whatever possible to crap on the 480.
One more time, repeat after me:
Mainstream gamer:
760->960: 11-15% performance increase
In a similar timeframe:
960-> RX480: 50-70% performance increase
Mainstream/performance gamers would never buy a $329 390/970 as that falls out of their budget. In fact, many on this very forum recommended 960 over 280X/380X/290, completely disregarding price/performance or longevity.
Now they are saying 480 isn't a good upgrade over 390/390X/970/980? If you didn't recommend those cards over a 960 in every 960 thread since January 2015, you are either shilling or trolling.
They are also purposely ignoring worldwide prices. R9 390/390X/970 never sold for $229-239 MSRP without rebates. After-market 290/290X dropping to $200/250 in the US was a deal of a lifetime. But again, someone like me can use that to discredit the 480 since I recommended those cards all the time. Someone who never or rarely recommended those deals over 960/970/980 but randomly starts spamming the thread that RX480 isn't a good upgrade over 290/290X/390/970 clearly isn't objective.
For all Hawaii owners, how in the world did you expect RX480 to be a real upgrade over your 290/290X? That's like asking a 7850 to deliver 50-60% more performance over the 6950-6970. Get real and start learning GPU history and understanding what SKUs / product lines go where. RX480 was never ever designed to be a Hawaii upgrade.
Only HardOCP or someone similarly delusional would believe AMD upgraded Card A (390/390X) with Card B (480) across generations with no material performance gains. It's actually insulting people on a tech forum type this nonsense and believe it. What's next? Vega is a Volta competitor?
The doom and gloomers projecting no architectural improvements and how RX 480 is a fail since is a fail 390/390X "successor" are going to eat crow IF RX 480 is only a 32 ROP card. This 1 spec alone will outright embarrass the entire HardOCP / forum community and every person that tried to compare RX 480 to 970/980/390/390X and kept calling it a fail. It's going to be even more hilarious seeing Kyle desperately trying to justify his uninformed rants when AMD launches RX 490 cards as 390/390X replacements.
Look at the product names
GTX760 -> 960
GTX 970 -> 1070
GTX 980 -> 1080
R9 380 -> RX 480
R9 390 -> RX 490
Why is RX480 a 390/390X replacement?
Stop with the FUD.