CaptainTom :
I think it's important for us all to remember how successful the R9 290 series was. The 290X was such an amazing value that its price hasn't dropped for nearly A YEAR. That is unheard of for a graphics card. Beating a 1-year old card by 10% a year after it came out isn't as a big a deal as most people seem to think it is.
As much as I think the 290 is a great card for the money, "R9" and "successful" from a sales standpoint can't be used in the same sentence. While I thought it was a "great buy", sales of the entire R9 series have been dismal with, until recently, the $700 780 Ti outselling all R9 series combined. I really don't have an explanation for that as I would have thought it would have done much better.
Still today, the sales of individual R9 cards are too small to even be listed individually.
http://store.steampowered.com/hwsurvey/videocard/
As of end of August, the entire AMD Radeon R9 200 Series (270, 270x, 280, 280x, 285, 290, 290x) has grabbed 0.60% of the DX11 market while the 780 Ti alone has grabbed 0.53%. That's pretty remarkable at 7 cards to 1 and with those least expensive of those 7 cards going well below the $200 price point whereas the 780 Ti has just dropped below $600.
As for the 290x, I never saw it as appealing....didn't overclock well and was therefore easily surpassed when overclocked by the cheaper 780 at least at resolutions up to 2560. The 280 and 290 are the highlights to my mind of the R9 series and I am at a complete loss as to why they just aren't selling better.... at least to the gaming community. One thing that hurt new card sales for AMD was the original grabbing up of all available stock by bitcoin miners who later put them on the market to be scooped up by gamers thereby hurting new card sales.
As a water cooling enthusiast, my first response to the 390 was "this is big" but after looking at the GPU / VRM temps on these cards, I gotta wonder what the impact will be on EK ? Will people bother to WC a 165 watt card ? I would just to reduce noise but most are in it for the performance gain.
The 390 will be of HUGE importance. IBM owned the laptop market forever it seemed with their flagship A20p winning every Editor's Choice review roundup for years ..... but because of the price, it never really sold a lot of units. People read the reviews, the logo of the "winner" stuck in their minds and when they bought, they bought a "lesser" IBM model and would most times have been better off (for the money) buying something else. When IBM stopped making the A20 flagship model, they stopped winning all those awards and sales tanked.
AMD has to make a strong run and grab the top spot. they haven't been able to make a solid argument here with nVidia winning the title the last 3 generations. It looked like the 290x would do that but nVidia had the 780 Ti sitting in the closet waiting to break it out for just such an occurrence and the 290x OC performance was disappointing. If they can do this with the 390 it would be great but the current pricing of the 9xx series is going to make it very hard to make money doing it, especially with the cost of a built in WC.