Yes but that 10% difference is with 290X throttle. With an aftermarket cooler and new drivers (they said 10% improvement in the next drivers) there should be no contest. Plus 290X can OC too.The thing is that the 780 can overclock by more than 10% on reference, while the reference 290X will just throttle inside most cases unless you make it sound like a fleet of jets taking off. It's really no contest here, and with how bad it is I don't think we'll ever see good overclocking on air with this card.
I think it was [H] who reviewed the card with 100% fan speed and it was about 10% faster than with standard fan setting.
That cooler is a POS. On water it runs at about the same temps as a 780ti/titan so it's not that the card outputs too much heat as much as the cooler is that bad.