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@Jack:
Overclocker's Club always tests all of their comparison cards at maximum overclock.
http://www.overclockersclub.com/reviews/nvidia_geforcegtx_1070_overclocking/
Most hobbyist / enthusiast sites do (Guru3d, Techpowerup, etc) .... "media empire" sites that worry about offending advertisers do not.
To my eyes, it's a glaring journalistic irresponsibility, especially on a PC enthusiast site, to ignore the fact that up and down the line, there is a huge gap here between the two major players.
There's a lot to be admired about AMDs approach which puts very aggressively clocked cards in the box. Pushing these cards so close to their max, must mean a higher number of units out there that won't remain stable at these "factory OCs" and when peeps complain, they have to honor the advertised clock and replace the card. I have had the same thing happen with factory OC'd cards from EVGA.
But looking at Techpowerup's testing for example ....
Fury-X fps increase when OCd = 105.05% / 980 Ti fps increase when OCd = 131.38%
390x fps increase when OCd = 107.12% / 980 fps increase when OCd = 122.71%
390 fps increase when OCd = 108.21% / 970 fps increase when OCd = 117.11%
Interesting trends ....
1. nVidia's overclocking ability increases as you go up in price / performance / AMDs goes down
2. The OC difference at each level is enough to "jump a tier" ... whereas the 970 for example is supposed to compete with the 390, once overclocked, the 970 is notably faster than the 390x at 1080p and a hair faster at 1440p. That win at 1440p is so close it really can't be called a "win"; a tie is more suited but there's been a $100 price difference there and a tie doesn't want to make a person pay a cost premium..
Simply put, if a user wants to get information about "what card to buy", I don't see many enthusiasts looking to even bother reading a review which doesn't cover this issue ... have had many users say "I don't want to OC now, but I want it to be capable if I choose to do so in future".
One of the reasons i think that consumers are less savvy then they were years ago is that in depth, data rich reviews are very hard to find. How else would you see post saying ....
".. just buy whatever [insert model here] GFX card is the cheapest, you can always overclock the card to that of any other [same model] card .... no you can't. Cards whose PCBs contain higher quality components (VRMs, power delivery, capacitors, chokes. MOFSETS and how thise are all individually cooled have a very significant effect on card performance.
http://www.bit-tech.net/hardware/graphics/2014/09/19/nvidia-geforce-gtx-970-review/1
".. .I want to buy a $190 IPS 1080p monitor cause IPS is better" ... an IPS panel is better at certain things but to take advantage of what it offers, you need to get above the price floor for a quality IPS panel, $190 is below that floor