Hey, remember when the Radeon 6000 series used less power and cost less money than the GTX 500 and you more people still bought Nvidia? AMD still has the cost advantage, but now it's easier for Nvidia zealots to convert their friends with the power consumption argument. The argument that they ignore for years, naturally, but now it is important. Consistently, Nvidia zealots pay more money for the same or worse performance, but they say key words like "drivers" "software" and finally in the past year "power consumption" to satisfy their emotional need for their interpretation of a premium brand.
But the smart people went with a Radeon 6950 and unlocked it to a 6970 for 85% the performance of a GTX 580 for hundreds less. Smart people went with the 7950/7970 knowing it would have more longevity and sure enough, the 7950/280 and 7970/280X lords itself over the slower 670 and 680/670 that actually cost more and has less VRAM. Smart people saw the 780 and 780 Ti price tags and walked away, and now we see on average the 290 and 290X beating these cards despite costing less and again having more VRAM.
And I'm not sure how to label people right now who pay more for the 970 over the 290/290X when it already is slower at times and will age worse. And how do I label people who buy a GTX 980? Their price-to-performance decision was laughable to buy that card compared to the slight advantage it gets over a 290/290X. They say it is worth more money for more frames, they want premium performance. But of course, 290X Crossfire or 295X2 for a little more isn't worth it. With Nvidia users, they will pay more for more performance regardless of value unless the AMD setup is the one that costs more, then naturally the Nvidia card is the standard to buy.