Because of the stupid branding redo, AMD is intentionally trying to make its new '70' series compare to Nvidia's newest '70' series in the mind of the consumer. They even stated that was the objective. Neither brand has released their newest '70's' yet - so the correct comparison, available benchmarks or no, is the newest gen from AMD to the newest gen from Nvidia.
As for the raytracing topic, (and not directed to anyone in particular), I can't help but chuckle every time someone claims it's a "gimmick." That's like saying stars are just dots in the sky because you don't have the right telescope.