So on average across a spread of 20-25 games or so, and reviews by several different sites, the 14nm RX480 roughly = 28nm GTX 970 in both performance and power consumption and has a +50db +2000rpm blower fan that "hums under load" and is "rather loud", "has an annoying pitch" and is "grindy and obtrusive"? UK pricing seems to be at parity with GTX 970 too, so "perf-per-$ king" isn't there either, at least not in all regions.
TPU : "Quoting from the AMD reviewer's guide "A lot of work has gone into reducing noise levels for the Radeon™ RX 480. Sorry, but no, gaming noise levels are bad. The reference card is noisier than every single card released in recent times, and it runs at well above 80°C too. We confirmed the temperature and noise levels with other reviewers, so it's not only our sample."
TechReport : "We're not fans of blower-style coolers for the most part, and the RX 480's isn't doing anything to change our minds. While the card runs at or below our 40-dBA-ish noise floor at idle, its load noise level climbs to 51 dBA—just short of the triple-fan cooler on our Gigabyte Windforce GTX 980. Despite all the sound and fury, the RX 480's load temperatures reached 83° C under load, too."
Note to self : Stop reading brain-rotting pre-release hype predictions and add Videocardz and WCCFTech troll sites to hosts file...