"Every generation AMD have increased performance 40-60% if not more from one flagship to another Nvidia can’t say the same." That's totally untrue. GeForce 3 Ti 500 --> GeForce 4 4600 (at least 40-60% faster with AA) GeForce 4 4600 --> GeForce 5900 U (at least 40-60% faster) GeForce 5950 Ultra --> GeForce 6800 Ultra (75-100% faster, and 150%+ faster in DX9 games). GeForce 7900GTX ---> 8800GTX (easily 100% faster) 8800GTX --> GTX280 (at least 40-60% more) GTX280 --> GTX480 (at least 40-60% more). I think you are WAY off. Both NV and AMD have been improving the performance of their cards very well. But your logic fails anyway since how much more 1 card improves its performance over itself is meaningless. Since HD6970 sucked in DX11 (tessellation), of course HD7970 improves its performance over it a lot. But vs. the GTX580, it's only 20-25% faster. Good, but not that amazing for a 28nm architecture.