I think AMD didn't expect the gtx 580 so soon. None of us did, look at the initial gtx 580 rumors and we all thought it was a joke and FUAD was just trying to get attention. I think this card was meant to go against the gtx 480. Performance was a chief concern but AMD also knew it didn't need sky high performance and would just need to beat the gtx 480 in heat and power consumption, while taking it in performance to some extent. The gtx 480 was a disaster when its cons were taken into account. Basically AMD just needed to make a decent card to make an excellent card when compared to the flawed gtx 480. I think this was a far more realistic interpretation of what was to come.
Some people were expecting an 80% performance jump on the same node when the prior generation of chips were already 333mm. That's completely unrealistic(unless AMD wanted to double the size of their chip). I know the card isn't released but leaks and specs are indicated something far less than what a lot of people anticipated.
This card probably isn't a fail card itself. It just fail for the fanboys because they don't get to huff that that NV is screwed and last gen. I think it's should be a lesson for them, don't be so crazy optimistic and be so vocal about it. In addition, don't attack anyone else if they don't share your supremely optimistic point of view because you might look foolish in the end.
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