Shit is when Nvidia held out to the next year to release Gtx 960 yet didn't offer any more than expected better tdp.
Unlike GTX 970 which made AMD drop price significantly; 960 did almost nothing to similar-range cards due to its uninteresting performance.
At least 2GB means 2GB, right?
Sensationalist ~40W:
http://www.tomshardware.com/reviews/amd-radeon-r9-285-tonga,3925-11.html
Not sure where you get the 10W from.