Few comments regarding article itself...
First of, you should mark GTX 960 as 2GB in all graphs and in an introductory list of tested cards. It makes GTX 960 look worse because all other cards in nearby range are 4GB cards (380, 380X, 970). Instead, you mention it in passing 1440p testing page and only in Thief section ("Nvidia’s GeForce GTX 960 doesn’t stand a chance, likely due to its 2GB of GDDR5. Unfortunately, we didn’t have a model on-hand with more graphics memory."), so for most people looking for 1080p purchase, and not reading every single word of review - it seems like all test cards are 4GB. And GTX 960 is out of competition. To make matters worse, nVidia is phasing out 2GB models, and is pushing 4GB ones, in clear pursuit of 4GB AMD cards. And we all know that 4GB cards perform much better. I'm complaining about this because I'm looking for a purchasing decision myself, in this very range, and have already noticed that GTX 960 4GB is actually cheaper and quite competitive to AMD-s R9 380 4GB cards (as you say subjective gaming should seem the same on these cards). And this review doesn't do a single thing to draw the comparison between these direct competitors... except if GTX 960 4GB is subjectively same as R9 380, and these are in turn subjectively indistinguishable from R9 380X than probably all three would pass the subjective gaming tests with similar results.
Next up, you extensively test power consumption, temperatures, and noise, yet - we get no information how it competes to other cards (in particular R9 380 and GTX 960). And in the closed case testing of noise you have a probable typo of saying that noise is >1dB above ambient *temperature* .. should be ambient noise I suppose (see table heading row).
All in all, technically great test but as an author and as a publication - you've failed to make a good article which would be based on all this data that you've gathered with your fancy equipment. So in turn, you can just throw all that equipment away, as it means almost nothing to your readers in this form. There isn't even a simple paragraph or two saying something like "temperatures and noise are similar between R9 380 and 380X, GTX 960 requires 20W less power and results in 2dB less noise, while higher end R9 390 and GTX 970 are in range of their own, while again GTX 970 produces better performance with less noise but more power, etc etc". Now THAT would be a conclusion, instead I've got to go read few more reviews to draw the picture myself.
Hopefully you'll learn from these rookie mistakes, and in next review you'll use this equipment to test all cards mentioned (or at least direct competitors), and show a side-by-side results of whatever you test next and it's competitors. Tom's should be in a top few IT hardware reviewing sites, act like it.