Fine then less noise he
I am not trying to make jest of you good sir but I really think you're missing the point. Nvidia similarly to Intel are not trying to make the faster architecture, they're trying to make the better one. They are targeting the problems that have crept up on us like gpu's that require excessive amounts of power. Like the gtx 780ti (not bad in comparison to it's performance but still far too high for the standard gaming consumer) for example or the 295 x2. By increasing efficiency they push towards things like dual processor cards becoming mundane, while maintaining and possibly surpassing the standards (Waste output noise etc.) we have today. Sure enough this looks like a side step but if you stopped looking at numbers on benchmarks you'll see that they didn't do another "680 780". If we continued along the turbulent path of stick more fans in(3x coolers should stop at 3x), and more noise dampening foam, and a higher wattage power supply, and another 8 pin power connector, then we would be bound to come across dark days.
Yours Sincerely: B1ack0ut