"The result of GF100 was newly found approach for the subsequent Kepler generation. It was decided to do a die-shrink of Fermi dies such as GF100 (GTX 480), GF104 (GTX 460) etc. giving birth to GF110 (GTX 580), GF114 (GTX 560 Ti) and so on and so forth. In that time, AMD executed Evergreen architecture (Radeon HD 5000), Northern Islands (Radeon HD 6000) and now Southern Islands (Radeon HD 7000). However, NVIDIA had a new approach to launching the parts and for the first time, the company was working on three dies at the same time, what was called high-power, high-efficiency and low-power dies, i.e. entry, mainstream and high-end silicon. The high-end silicon is supposed to debut really soon, on a HPC event on May 10th."
i am not sure this guy knows even what he talks about????
-"It was decided to do a die-shrink of Fermi dies such as GF100 (GTX 480), GF104 (GTX 460) etc. giving birth to GF110 (GTX 580), GF114 (GTX 560 Ti)"
-The decision to rebrand GK107 into GTX 680/690 was made.
the first one in bold is just wayy off. The 580/560ti is not a die shrink of anything
this article is just a bunch of connecting dots and filling in with imagination. There is way more to it. For starters the performance of the 7970 is not why we didnt see the gk100 as the 680. Many more factors have relevance above that. It was well known that TSMC couldnt deliver 28nm wafers in adequate quantities. Making large 600mm^2 dies in quantity was nothing more than a fantasy. This posed a real issue, one that AMD was most grateful to be aware of.
So AMD thinks nvidia is screwed and it will be at least Q3-Q4 before nvidia can compete with their large dies. There is only so many 28nm wafers TSMC could produce and they were being divided up with multiple companies. They debuted the HD7970 at a premium price, higher than what we have seen flagships cost in a long while. Much higher than AMD has ever charged for a gpu, completely abandoning their sweet spot strategy. Banking on the fact that nvidia has no chance of competing with their large die with TSMC.
Meanwhile, nvidia is completely aware of the shortage. The issue was real, and they had to work within the limitations. The gk104 had some rather large shoes to fill and early on nvidia was aware of this. Early on nvidia decided to push the gk104 far. Originally the GTX670ti, they hoped to get as close to matching AMDs flagship as they could. They would at least price it very competitive and compete until they could finally drop the bigK. This would be their best case..... or so they thought.
The GK104 was a very powerful gpu that was very efficient. It was built lean and mean from the start. But once AMD released the 7970 it became clear to nvidia that they wouldnt have to struggle to be second place. They discovered that AMDs flagship was well with reach of the gk104, that it would be relatively easy to beat it while using less power even. Most of the major structure of the design was there. All nvidia had to do was work out the clocks. They already had a 256bit bus in design, so they had to use very high speed ram. Rather quickly nvidia had the 670ti supercharged to become the gtx680. It would completely catch AMD off guard and it was a hard blow to take.
AMD planned as the predator/aggressor for comfortable margins selling their chips without much competition. Once the 680 launched they scrambled and were very reluctant to lower the prices of the 7970. There was hope that a weakness could be exploited which would keep the 7970 at $550. Finally it becomes clear that the 7970 will have to be reduced in price which effects other cards in their line up. AMD is still fighting denial and they plan a ghz 7970 to keep the margins. In the long run, the gk104 is more power efficient at higher clocks and overclocked 680s will easily combat the ghz 7970. But once again amd is banking on nvidia having limited supplies. This would make the ghz 7970 a great alternative and would give people little reason to wait for nvidia restocks. Its a short term solution but really all solutions are. Eventually all of these cards will be overshadowed by the bigK which is several months away. Its limited supply will make for a high high price. Most of the initial dies will have to go to tesla. As TSMC ramps up production, things will level out. Its been really interesting seeing things unfold. In time the 28nm shortage will no longer be a part of strategic cooperate plans. Maybe then things will be back to normal, whatever normal is.......
anyway, this is my collection of information. Apoppin, you can make an article out of it if you like. Its much more to the roots than theo, i assure you.