ksham :
I was looking at benchmarks from techpowerup, which disagrees from the ones you posted. So to better assess the situation, it would help to provide your findings.
I believe the issue you're having is that you're objecting to my comment about the 770's increase over the 670. That's because I come from the EVGA forums, and 99% of GTX 670 users there are using the EVGA GTX 670 FTW cards. The FTW cards are special editions of the GTX 670 which are built upon GTX 680 full length PCB's and are fitted with GTX 680 coolers. They also run at the same clocks as a GTX 680, the only physical difference between them is that the 670 has a few less shader cores. In a benchmark/gaming scenario, those GTX 670 FTW's are within 1-2% of a GTX 680, if you overclock them they're superior to a GTX 680, so the GTX 770 is not a major improvement over one of those cards. It is a fair improvement over the regular, less powerful GTX 670's though. That's why I specifically mentioned the FTW models in my post. They're cheaper than 770's and they're not much slower, maybe 8-10% tops.
If you're objecting to my comment about the GTX 780 being far better than the GTX 770, I suggest you get some fps ratings from games. You'll see what I mean. They're not on the same architecture, they're completely different cards. 780 is based on the Titan, it's been unofficially dubbed a Titan Light, whereas the GTX 770 is identical hardware wise to a GTX 680, just with higher clocks.
The 770 is a GTX 680 on steroids, whereas the GTX 780 is a baby Titan. There's a significant gap between them. Those percentages don't show it, but look at fps achieved in games like Far Cry 3 or Battlefield 3 or Crysis 3. Essentially the 770 is just an overclocked 680, whilst the 780 is a slightly toned down Titan.
Also an interesting fact to keep in mind, the GTX 770's are *not* for sale with the GTX Titan style cooler. They showed them in all the reviews and all the images they leaked, but they are not sold with that cooler. All brands have been told to fit their own aftermarket coolers. There's a limited supply of 770's worldwide with the Titan cooler, less than 10,000, and they're only sold directly by Nvidia. Any upgraded aftermarket card doesn't feature it, with the sole exception of the Inno3D version sold in the UK and Europe, but they charge a premium price for it.