People ARE going to upgrade for efficiency, but saving money on their electric bill has NOTHING to do with it. There's a whole sub-community of enthusiasts that actually care about noise. An inefficient card that runs hot is harder to keep quiet than an efficient card that runs cool. More efficient cards also mean you can do crazy multi-GPU setups without needing a crazy-expensive power supply. More efficient cards also mean the massive cooler someone had to buy in an attempt to keep a much hotter card under-control is now MASSIVE overkill for the new card. Plenty of headroom for overclocking / silent running. As a personal annoyance, I'm not a huge fan of massive plumes of hot air wafting out from under my desk while gaming. More efficient cards help prevent that as well, and keep my entire office cooler.