Stop using AMD's oudated pre-GCN architectures. In Battlefield 4 a GTX580 is 35% faster than the 6970. On the other hand a 7970GHz - available 20 months later - is only 50% faster with 28nm and a much higher core clock.
Facepalm for the nth time. So now I have to ignore HD5870, HD6970 because you said so? Guess what many PC gamers had purchased HD5870 and HD6950/6970 and they upgraded to future NV/AMD cards. Don't like it, too bad. You can't choose to ignore previous generation of GPUs because you feel like it. Again, just because you don't buy AMD cards, doesn't matter to the rest of us who are brand agnostic. The fact is, you ignored perfectly valid comparisons such as GTX480 -> 780 or 580 -> 780Ti or GTX560Ti -> GTX680 which all brought 90-100% increases in performance in 3 years or less.
So again, you failed to provide any counter to my point other than aimlessly attacking both the 5870 and 6970 by cherry-picking some game benched at particularly settings that showed 480/580 outperforming the 5870/6970 cards by outlier % amounts. Fact is, 480 and 580 were only 17-18% faster on average and far less at 1600P. When discussing generations as a whole we don't just pick 1-2 games that shows outlier performance but look at the average itself since gamers play a wide variety of games. There is no need to cherry-pick 1 particular title and try to portray that as the average performance difference between 5870 and 480 or 6970 and 580 or it makes your post look very biased.
If you look at average performance, GTX580 doesn't beat HD6970 by some ludicrous 30-40% metric you keep claiming -- 17% at 1080P in the latest games. Therefore, it's perfectly valid to look at the performance jumps from 6970 to 7970Ghz or from 6970 to R9 290X/780:
http://www.computerbase.de/2013-05/nvidia-geforce-gtx-780-test/3/
Your post ignores reality because many gamers upgraded in such a way as 5870 and 6950 unlocked to 6970 were very popular cards.
For someone jumping from HD6970/580 to GTX780 Ghz/R9 290X (regardless of which card), the leap in performance is ~ 2x in demanding titles/modded games. Now you will claim that I just "cherry-picked" these 2 titles but I didn't since they portray what is roughly the performance increases on average in dozen of titles between generational jumps.
Again, you are trying to downplay the massive performance leaps Gamer X experienced by upgrading from flagship AMD or NV cards in the last 3 years by purposely cherry-picking some titles where AMD flagship cards perform the worst relative to NV's flagships while ignoring all the other titles where the reverse is true, as well as ignoring that even going with NV path only during the last 3 years ensured that this games got at least 2x the performance increase. The context is that if someone is upgrading from 680 OC/7970 OC to 880 OC, will get they 90-100% increase in performance? You keep saying yes but in the context of where 680 OC/7970 OC are vs. 780Ti, it would mean 880 would beat 780TI by > 30%.
If you still don't get the picture, move on. It seems no matter what the topic of discussion is you will always defend NV at all costs as if you have vested interest in the firm. For the rest of us, we will judge 870/880 according with previous increases in price/performance and absolute performance against existing cards.