Be realistic. If Nvidia had other cards ready for launch, they would launch them. AMD has entire series out. HD79xxs are just one piece of GPU markets. Im quite sure that Nvidia wants to release something to compete with 77s and 78s asap, since they are late already.
You may call GTX 680 what ever you like. If it competes with AMD high end. Its a high end card. Its power draw indicates to high end aswell, even tho theres room for more, but so has AMD. 240W vs 190W TDP is misleading. Real world test show that their power draw is inside 20-23 watts from eachother.

Good thing that Notebook and Tablet market producs are going well at least. Its way bigger market for them anyway.