This is why I am so happy with my recent R9 290x Lightning purchase. Real performance, no gimmicks and I am not supporting a corporation with very questionable business practices ( 970 3.5 Gb, drivers melting graphics cards and bump gate ).Nvidia's PR team even went to far as to say that they did not consider the benchmark as a proper representation if DirectX 12 performance, saying that the benchmark had many issues, particularly with MSAA. Now and Oxide developer claims that Nvidia was placing a lot of pressure on the developer to disable certain settings within the benchmark in order to give Nvidia better performance, which would likely come at AMD's disadvantage. It is also claimed that Nvidia wanted to disable DirectX 12 asynchronous compute on Nvidia components, despite the fact that their own drivers claim that their GPUs support it.
And before I start seeing people comment about how they buy cards with best performance per dollar... That's like shopping at Walmart and not caring about all the unethical practices going on in the back.