I don't understand the secrecy. If I had droves of people waiting to buy something I'm selling I'd keep them somewhat up to date on when you could give me your money. Hell it's like they are trying their best to fend off customers.
I can understand it. As a consumer, I don't like it, but I understand it. If this is somehow related to avoiding being "one upped" by nvidia with a 770ti, it kinda makes sense. Similar to how the 7970 was released and then a couple of months later AMD looked completely stupid with a higher priced, lower performing product. Not exactly the same situation, I know, several months apart - yet the concept is the same. Maybe AMD is waiting to see what will happen in Montreal on the 16th/17th, where NV is rumored to be introducing either a 770ti or a GTX 790 there. I'm sure that AMD doesn't want to look like idiots with their pants down as they were when the GTX 680 was released.
If 770ti were released and were priced competitively, I could see that putting a damper on the 290 non X before it even hits the shelves. So I kinda see the reason for secrecy, even though it is REALLY annoying. Make no mistake the yes, no, maybe so nature of the 290X NDA and launch is strange and annoying. But I can see how it might make sense from a competitive standpoint. I'm sure if the 290X performs and overclocks as the leaks indicate, all will be forgotten when it actually is released. On top of that, the price is solidifying to be 575$ or less for the 290X. That's a heck of a price for the performance you're getting, so like I said.....even if it's delayed 2 weeks or so, all will be forgotten if it performs as it is reported to with a 575$ or less price.