Unfortunately, cards like the Classified and Lightning have not had a "raison d'être" in several generations. Back in the day the vastly improved componentry and user's ability to access and edit the BIOS could lead to significant performance improvements that offered value equivalent, to many, to the $100 or so increase in cost.
It was always easy to justify the cost of the AIB, despite the occasional posts postulating that it made no sense to spend the extra $10-$20 for an AIB. Simply put, the AIB cards better cooling, VRM / memory cooling and improved components allowed stable voltages well above what the reference designs could offer. Now the ROI on spending that $100 Lightning / Classified, Matrox cost premium is just not what it used to be.
nVidia, using both legal and designs restrictions has taken tighter control over what the AIB partners can do to such an extent that it is, very difficult to really distinguish the cards from one another. Not that the improvements included could not actually result in increased performance, Boost 3 and the lack of a BIOS Editor and the gimped ability to crank up voltages acts like the governor on an engine and regardless of the power and headroom available, limits what the card can accomplish.