The 390X runs hot enough considering its competition is the 970 and 980. The constant rebuttal of 'Well, mine doesn't run that hot' is missing the point. If the chip can handle it, the temperatures could be 100°C and it won't matter, theoretically. It's only a problem if the fans have to be spinning at high speeds to reach 100°C and are loud. Similarly, if power consumption goes through the roof, that's bad. Or if it makes the rest of the system hotter, that's bad. Temperatures are irrelevant when you factor in fan speeds, heatsink design, power of the GPU, overclocking headroom, competition, power consumption, and so much more. It's not just a matter of saying 'Well, it's hot so I won't buy it', or 'It's not hot so I will buy it'. At least it shouldn't be. For nVidia, I simply said I don't feel it's in line with what they were so applauded for with Maxwell. To rebadge or rebrand—whatever you want to call it—their 980ti as a 1070/1080 might shift that praise to criticism. The 980 wasn't an amazing value GPU, but it overclocked well due to its efficiency. The 980ti overclocks well, but it's held back by temperatures. If it were a 1070/1080 GPU, it might be held back as a seller because of temperatures and, now, power consumption. If they can reduce the temperatures and power consumption, and improve the yields, just as AMD did, then it would be a very good card for the money. That's basically what I said. If GDDR5X reduces the power and nVidia can improve the yields by shipping '1080's' at 1450Mhz boost minimum and 7600Mhz on the memory, all for $450, that's pretty damn good. Otherwise I think they should ditch it and make a whole new '1080'.
The major benefit for rebranding and redesigning the 980ti is to improve the lifespan of the GM200 core, thus aiding in repairing nVidia's negative image of 'crippling' older GPU's. This might encourage folks to buy now at the higher price, knowing that well into 2017 they will still have a GPU that nVidia is fully supporting. The debate of whether nVidia purposefully and carelessly cripples previous generations is not the point; the point is, people think they do. Go on Facebook and that's what you see. The same type of nonsense about AMD is being spread. If folks here are trying to refute the ridiculous claims about AMD, which everyone tries to do, why aren't they interested in nVidia breaking their arguably ridiculous and ill-founded claims that they gimp their GPU's in order to sell newer ones?
For AMD, the 390X worked. It was a good seller. After the initial complaints died down, it sold well enough and made a lot of gamers happy. It also meant that 290X users who bought a 290X almost three years ago still have an excellent GPU that's supported by AMD. However, in all fairness, the 8GB of VRAM hasn't helped very muchs. When you compare the 290X 4GB vs the 8GB version, the difference is negligible unless we're talking Crossfire at high resolutions. The 8GB, to me, was just a marketing gimmick. They had to give gamers reason to upgrade. The overclocks and the binning processes were more beneficial in average systems than the additional 4GB of VRAM.