Couple of things worth noting ...
-The AIB cards are here for the 1060, not so for the 480.
-First time nVidia's x60 beats an AMD x80
-There is no such thing as a $199 480.... cheapest on PCpartpicker is $270, only 1060 I found was an Asus Strix at $329
-We finally have a current generation reference card that doesn't throttle, the reference 1070, 1080 and 480 all exceed their throttling temps at load @ stock settings
-With 9xx versus 3xx last generation, despite all evidence to the contrary, there was a flood of posters still claiming an imagined need > 4 GB at 1440p / 1080p ? What do we compare with the 1060 6GB, the 480 4 GB or the 8GB ?
-Glaring omission here, no OC results, so we have to go to Techpowerup
GTX 1060 FE - increase in frame rates from Overclocking = 14.0%
Non-refernce GTX 1060 - increase in frame rates from Overclocking = 18.2%
RX 480 - increase in frame rates from Overclocking = 5.0%
-nVidia's decision to drop support for SLI is puzzling
Yes, the 960 in SLI was a failure
Yes, obviously they wanted to curb the 2 x X70 option being as much as 40% faster than their top card.
Yes, with console ports being every more popular, game support for SLI is becoming an after thought for some developers
Yes, SLI performance for the 10xx series is not what it was for the 9xx and previous generations, the question is why ? Well, while two 970s was 40% faster than a 980 for roughly the same cost, two 960s which cost more couldn't catch the 970... same thing here. Two 480s cost more and can't catch the 1070.
Relative Performance @ 1080p in TPU Game Test Suite:
GTX 1060 FE - 97% x 1.14% = 110.6%
Non-refernce GTX 1060 - 100% x 1.151 = 115,1%
RX 480 - 90.0% x 1.050 = 90% x 1.05 = 94.5%
The reference 1060 is 17% faster than the reference 480 in TPUs test suite
The non-reference 1060 is 22% faster than the reference 480 in TPUs test suite
TPU Card Ratings w/ 8GB MSRP:
-$239 AMD 480 Reference - Load temp @ stock settings = 84C / 41 dbA @ load / Rating = 8.9
https://www.techpowerup.com/reviews/AMD/RX_480/29.html
- $249 GTX 1060 Reference - Load temp @ stock settings = 77C / 34 dbA @ load / Rating = 9.5
https://www.techpowerup.com/reviews/NVIDIA/GeForce_GTX_1060/31.html
- $289 GTX 1060 Non-reference - Load temp @ stock settings = 67C / 28 dbA @ load / Rating = 9.8
https://www.techpowerup.com/reviews/MSI/GTX_1060_Gaming_X/29.html
nVidia for the win with the reference cards .... 17% faster overclocked, half as loud, doesn't throttle. CF support is a plus for the 480, but 2 x 480 cost more than the 1070 which gives the CF option the same failing as the 960 had with the 970 .... it only makes sense when the two lower tier cards are less expensive and / or provide more performance than the higher tier card.
Neither of those happen here. Not to mention the wide power disparity (164 watts per card x 2 for the 480 versus 148 for the 1070)... which means you need and have to pay for a 200 watt bigger PSU and add extra case fan(s) to handle the extra heat
As for the non-reference comparison, too early to comment as AMD hasn't brought anything to the table as yet. Why ? I would guess that AMD, like nVidia was looking to pull a bit more cash in early days when supply was low and they could rake in a bit more cash from the folks who wanna be the 1st on on their block to get the latest thing. Perhaps AIB partners wanted a bit more time to address the power / cooling issue. But unless we see the AIB cards solve the throttling issue and they provide an overclock ability that exceeds 10%, AMD has tough days ahead.
I have to agree with TPUs conclusions ...
https://www.techpowerup.com/reviews/AMD/RX_480/29.html
The weakest point of AMD's reference design is certainly the thermal solution. It doesn't use any heatpipes or other high-tech means to keep the card cool. .... As a result we are seeing temperatures of up to 84°C, which has the card clock down further to keep cool..... What's even worse than the heat is the terrible fan noise. ... in gaming, the fan ramps up a lot, emitting 41 dBA during gaming (not Furmark). This makes the RX 480 the loudest card launched in recent history, much noisier than, for example, the GTX 1080 (which is almost twice as fast). AMD has mentioned to us that the reference design is deliberately weak to leave room for partners to improve on their custom designs. To me, this sounds a bit like "let the partners deal with the problem".
All we managed without causing stability issues was an increase of the GPU clock from 1266 MHz to 1335 MHz, which is a lousy 5%; again, the worst I've seen for years on a reference board. This is further complicated by the fact that the card will often clock down during OC because it a) exceeds the board power limit or b) runs too hot. If you increase the power limit using WattMan, you'll run into the thermal limit quicker. It does seem as though there is a huge spread between GPUs on review samples. I've heard of reviewers who see stock temperatures well below 80°C, while others reach up to 89°C. Assuming AMD selected the best cards for press review, retail cards might even be worse, which means higher temps, more noise, and lower performance.
https://www.techpowerup.com/reviews/MSI/GTX_1060_Gaming_X/29.html
On average, in games, the card runs at a clock speed of 1930 MHz, which is 89 MHz higher than the reference design, resulting in a 3% performance increase, which is less than what we are used to seeing from the reference to custom transition. The underlying reason for that is that the reference design does not suffer from thermal throttling, a first for NVIDIA in many years. It will be interesting to see where other custom designs will end up performance-wise.
We saw temperatures of only 67°C during heavy gaming, and pretty much perfect noise levels. Even with demanding games, it will be difficult to notice the two fans, which are spinning slowly, emitting only 28 dBA, which is quieter than any other card in this performance class that we ever tested. This also qualifies the card for a low-noise media PC, which has enough performance to enable full-details gaming at 1080p, on your big screen. MSI has also included the idle-fan-off feature we love so much since it provides a perfect noise-free experience during desktop work, Internet browsing, and even light gaming.
Either way, MSI's card is awesome and should be on top of your GTX 1060 shopping list. Compared to Radeon RX 480, you get everything improved at the cost of $60, which means 10% worse price-performance, something that I'd go for any day.
And there you have it .... yes, with the $199 MSRP AMD will be able to claim a the price / gaming performance crown. The 7% performance difference between the stock reference 1060 and 480 is easy to give up for a wide enough price gap ... the 22% difference between the 1060 AIB OC'd and the reference 480 OC'd is not. By comparison, the 980 was only 10% faster than the 970 and it costs twice as much.
The 960 had a price performance advantage over the 970, but certainly did not impact 970 sales. When you account for the power, heat, noise and potentially larger PSU and case cooling costs, I'd have to agree with the above quote and say for 22% more OC'd performance, lower noise, no throttling, lower heat .... "most users will go for the price premium any day".