Hardly, a 690 is the opposite of enthusiast.
An enthusiast probably already had 680 SLI way before the 690 even came out.
The people who bought 690s are those people who think SLI is complicated or don't own an enthusiast motherboard.
690 is still enthusiast. It just fits different parameters. Single slot, maybe you have space concerns, you want a more mobile rig, etc. Maybe you have noise concerns. Whatever. I wouldn't say it's not enthusiast, is it cost effective considering just performance? Maybe not. But each product serves it's own purpose. Just because it's not right for you doesn't mean it wasn't right for someone else.