A year ago+ sure, but not in mid-2016. Today go to Newegg and you can buy a 390 new, 8GB, with TW Warhammer included, for $259. That's the problem, being a new gen it should be a slam dunk that it's better. Not basically a wash. If you count Warhammer as $60 game, you can get a faster 390, with 4 more GB of vram for the same price as a 4GB 480. 970 prices have been dropping fast as well. No matter the spin that's not exactly exciting for a new product release. It's not the same situation as the 1070/1080 where NV put out a clearly faster new gen set of cards that were also cheaper than the previous gen.