The issue with a "simple" BIOS change is that you have to take all the cards back through Quality Assurance/Control. And if they've already produced tens of thousands of cards, that can take a lot of time.
In fact, Dave Baumann of AMD posted about this over at
Beyond3d
Reading between the lines a bit, he's saying that changing clocks too late in the game can cause potentially months of schedule alteration.
Now if the 2-3 week delay is where it stands, it seems to rule out changing clocks and BIOS'es as well.
The second issue, which you touched upon in your first paragraph, is that AMD would have a hard time on the same process.
Yes, the same process is tough... but AMD has done it before. Remember RV670->RV770? That was a tad bit more than 40% more performance on the same process, don'tcha say? :p:
And here's the kicker... if Cayman is really as new an architecture as the newest leaks/rumors are suggesting, then 40% isn't unheard of on the same process - RV770 had major changes but wasn't nearly as new an architecture.
The second thing to point out is... where is AMD's goal in reaching *just* 480 performance? Keep in mind Cypress came out last September. They've had over a year to come out with a replacement. They saw Fermi come out late, but they knew (Nvidia said it themselves) that GF100 is supposed to have 512 chips. They also knew that the Fermi series clocks really well.
Why would AMD expect that a year AFTER Fermi was supposed to be launched, that Fermi couldn't have a 512 SP card with more clocks? Of course they can expect it, they know Nvidia has enough resources that they can have extra teams devote to fixing whatever was broken for a refresh before a card is even released.
So that goes into the other point... what logical reasoning would AMD have to settle with getting a card out that only matches what their previous competitor was supposed to have a year ago? It makes no business sense, especially to release the 68xx's at a price point which forces your higher end cards to perform even better than the 480.
Yes, executing != knowing. Both sides have seen this happen many times.
But AMD got Barts out on time, on the same 40nm process. Heck, AMD got the entire Evergreen family out on time, on the same 40nm process. Whether they reached their performance targets is another matter, but I don't think AMD is likely to suddenly stumble when they had no problem getting things out month after month after month :up:
As for drama... well I hope people like popcorn