andy_Man :
It's best graphics card for the money, which most will argue is about performance not power efficiency.
It's not the primary consideration but it is all about price / performance no ? It is after all "for the money"
So when you include the extra cost of the larger PSU (100 watts say on a CF build) and you include the cost of electricity over 3-4 years, this may not be a primary consideration but should be a secondary consideration.
Let's say **for the moment** that two cards cost the same and perform the same, but the FuryX needs a 150 watt bigger PSU. The EVGA G2 850 is $130, the 1000 is $50 more. So the actual cost of the two cards is not the same because right up front you are paying $25 more for each of the two cards by way of the increased PSU needs and perhaps even an extra case fan or two to help push out the extra heat.
980 Ti x 2 = $650 x 2 + $130 = $1,430
FuryX x 2 = $650 x 2 + $180 = $1,480
As for electricity costs, depends where you live but, for me, that's close to a $200 bill over 3 years. If ya in Europe, it could be twice that in some countries.
150 watts x 30 hours per week x 52.14 weeks per year x $0.24 per kw hr / (1000 watts per kw x 90% eff) = $62.57 per year .... after
So no I wouldn't expect an an enthusiast to choose a lower performing card over a higher performing one but we don't have that in any situation that enthusiast are interested in. We have two cards costing the same, performing relatively the same (within 10% outta the box ... 36% overclocked). But the slower choice w/ SLI / CF costs me an extra $240 over 3 years at only 4-1/4 hours of usage per day. Even with a single card, $120 is nothing to be ignored.
There's also the differences when overclocked. Data Sources
http://www.techpowerup.com/reviews/AMD/R9_Fury_X/34.html
http://www.techpowerup.com/reviews/MSI/R9_390X_Gaming/33.html
http://www.techpowerup.com/reviews/Powercolor/R9_390_PCS_Plus/33.html
http://www.techpowerup.com/reviews/Gigabyte/GTX_980_Ti_G1_Gaming/33.html
http://www.techpowerup.com/reviews/MSI/GTX_980_Gaming/28.html
http://www.techpowerup.com/reviews/MSI/GTX_970_Gaming/30.html
The following compares the performance of the reference cards at 1440p.... and lists:
Card
1440p score (TPU Reference Card Ranking)
OC % (% OC over reference card obtained w/ non-reference cards)
OC Score (TPU rankinga djsusted for OC)
Cost (to buy)
Bang 4 Buck (OC score x 1000 / Cost)
Top Tier - The 980 Ti overclocked is 36% faster than the FuryX overclocked w/ a 36% better bang for the buck.
Card / 1440p score / OC % / OC Score / Cost / Bang 4 Buck
Fury - X / 100% / 105.05% / 105.05% / $650 / 1.62
980 Ti / 109% / 131.38% / 143.21% / $650 / 2.20
2nd Tier - The 980 overclocked is 19% faster than the 390X overclocked for a % increase in price and 9% better bang for the buck.
390x / 98% / 107.12% / 104.98% / $410 / 2.56
980 / 102% / 122.71% / 125.16% / $450 / 2.78
3rd Tier - The 970 overclocked is 7% faster than the 390 and a 7% better bang for the buck
390 / 99% / 108.21% / 107.12% / $320 / 3.35
970 / 98% / 117.11% / 114.76% / $320 / 3.59
Value Comparison - The 970 overclocked is 2% faster than the 390X overclocked while being $90 cheaper.
390x / 98% / 107.12% / 104.98% / $410 / 2.56
970 / 91% / 117.11% / 106.57% / $320 / 3.33
I'll do an explanation here for the above. The 390x is 8% faster (98/91)outta the box in TPUs comparison summary. The 390X OC's about 7% more compared to the 970's 17% (see throttling issue below). Once overclocked, the 970 is about 2% faster than the 390x which costs $90 more. The bang for the buck is (3.33 / 2.56) or an advantage of 30%.
Extra Peek - There's nothing close to the Fury in price on the other side but the 980 is 6% faster overclocked while being $80 cheaper.... a 25% advantage in bang for the buck.
Fury / 98% / 107.75% / 105.59% / $530 / 1.99
980 / 91% / 122.71% / 111.66% / $450 / 2.48