Originally Posted by Johnny C
I think that the only point to the whole thing is to enlighten consumers to the fact that while the GTX 590 is most certainly quieter, it is definitely not cooler than the 6990 whether stock or overclocked.
So it's slower and hotter, uses more power and offers less performance while being quieter.
That's one way to spin it.
It's also true that it offers more performance (depending on the game), is quieter (by far), has the superior feature set(by far), and is hotter.
Of course, some of the performance the 6990 has comes from their inferior AF optimizations that many reviewers agree shimmers just like the bad ol' days.