WithoutWeakness :For the same reason that the GTX 660 used the GK104 chip instead of the full GK110 chip. Nvidia's mid-range GK104 was performance-competetive with AMD"s high-end Tahiti chip found on the HD 7970. Nvidia was able to take their mid-range chip and sell it at high-end prices because it outperformed the competition and would sell at that price. Then while AMD evolved their GCN architecture for the Hawaii chips in the R9 290 series Nvidia was able to sell off their high-end GK110 chips for top dollar as Tesla compute cards and eventually roll those chips into GeForce cards for the 780, 780Ti, Titan, and Titan Black.
My guess for this generation is that it's the same deal. Nvidia feels that their mid-range GM104 chip will be competetive with AMD's offering so they will sell the GM104 as the GTX 880 and hold onto the larger GM110 chips for high-margin Tesla cards and roll them out later as the GTX 900 series.
Not this stupid myth again...
The GK104 was a high-end GPU. It's almost as big as AMDs Tahiti, and much bigger than AMDs midrange GPU at the time, Pitcairn.
If you want to get into the discussion about who got the most out of each square mm of die, then it's AMD: The R9 290X is only slightly slower than the GTX 780 Ti, even though Hawaii is much smaller than GK110.
The size difference between GK110 and Hawaii is 123 square mm. The difference between Tahiti and GK104 is only 58 square mm. And the difference from what you call Nvidia's high-end GPU, the GK110, to what you call AMDs high-end GPU, Tahiti, is a whopping 209 square mm. There's no way these GPUs are in the same league. It's like comparing a humvee with a tank.
from a consumer standpoint, die size doesnt matter at all. cost, tdp, cooling, performance. those are the bottom lines to be compared.