This feels too dejavu tbh. All this info about 580 strategically popping up at this point is a lot like last year's “Wait for our announcement of the announcement and whatever you do, dont buy amd till then.”
Lots of talk to keep their fans from crossing over to red but hard products only far later than promised.
It might have sucked for us consumers but for nvidia it worked. Spreading hype and fud keeps some people from buying amd and thats all they want right now. So no wonder they might be doing it again.

I sincerely hope not though.