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Anyone able to explain why AMD didn't reveal more about the R9-290X?"
Its quite simple.
The only time when R9 290X can have chance to beat Nvidia`s 780/Titan is with the new Mantle. If they put the 290X on todays games and compared against 780/Titan, it would be a disaster for AMD.
Thats why they shared no benchmarks other than Firestrike (Which Titan crush 290X), and why they instead talked about BF4 and Mantle, and diluted the whole presentation with talks about various games.
Since 290 and 290X is the only new cards, and they couldnt build any new cards with the "enhanced GCN" it is because it had no clear improvements over GCN. If it had, they wouldn`t had just settled with 290X to replace 7970, but would have pushed out brand new cards to replace 7870 but instead now they just push out rebrands.
I don`t buy that Mantle is so much better than DX for a second. Coding down to metal doesn`t magically make the card so much better. There is a reason why no one even bothered to do that earlier, but rather use DX for games.
The Mantle promotion is nothing other than a way to delute people away from the fact that 290X is late to the party (which Nvidia have cashed in for a long time now with 780/Titan) and bring nothing new to the table other than small improvements