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Which makes it even stranger that they don't compare it to a 580. Looking at the settings used, is it possible that the 570 is VRAM limited, making the 2GB 6970 look better by comparison to the 570 than it would to the 580?
It's still about a ~20% improvement at 1920x1080/1200 resolution, which is what I suspect most people who buy this card will be gaming at.
Even if it's equal to the 580 in terms of performance, positioning it against the 570 is a very smart move, because a lot more people buy video cards at the $300-400 range than $500, and they'll be able to flat-out say it's better than the competition in every way.