obababoy :
I do find it interesting that people think the power consumption has that much of an effect on overall cost of ownership. 60w even 100w difference (ONLY WHILE GAMING) is going to take a long time to balance out price wise if the AMD is cheaper up front. Thermals on the other hand is irrelevant for me with this card and my case but I could see being more important for others. Anyone agree?
A few different factors here.
First, power costs vary a LOT in different countries. In the USA, yeah it doesn't matter a whole lot. In other countries where electrical bills are much higher, saving 30W or more can slowly add up, especially over months or years. This gets compounded when talking about multi-GPU setups and compute farms.
Second, look at market segment. Power requirements don't mean a lot to the extreme computing crowd. But the mainstream and general enthusiast crowd have to take their existing PSU into consideration when upgrading. Not everyone has a 500W Seasonic unit that can handle any single GPU. You know you can throw a 750 Ti into just about anything, and a 260X should be fairly safe in a lot of systems too, but a 270X may be completely out of the question.
Third, power consumption usually means heat, and heat usually means more fan noise. Not all cooling solutions are created equal, so someone looking for a powerful but quiet PC may err on the lower power consumption side. And you don't need to be a tree hugger to want to save a few watts here and there either.