Precisely. 290X sold for substantially less, often up to $200-250 less for most of its life when comparing it to the 980. The same can be applied to 390/390X vs. 980, as well as to the after-market 290 vs. 780Ti. For a large chunk of 780Ti's generations, it was possible to own 290 CF, and during 980's generation 290X CF / 295X2 for barely more $ than either of those NV cards. In that context, it's like today having set aside $200-300 towards a next gen card that will be 50-75% faster than a 780Ti/980. That's why I stress price/performance as a key metric for most gamers. It might not be obvious right away but if you buy a $550 card that performs barely better than a $280 card in modern games, it's akin to spending $270 extra for very little benefit other than lower power usage. To me, that makes GCN far superior since it costs way less to own over time, which makes future GPU upgrades cheaper OR you can spend that money on a better monitor, SSD, platform upgrade. It's actually possible to sell old 2500K/2600K + mobo + DDR3 and move to an i7 6700K + Z170 + DDR4 after reinvesting the old parts value + $270 saved on not buying a 980.
It seems like at the end of this generation, a 980 is barely faster on average than a 290X/390X. Ouch. It's odd that many NV users always ignore the huge price disparities like that when comparing performance as if every gamer here already has an i7 6700K or similar.....
All of these 2016 titles are tempting me to get a 390 now instead of waiting. Hmmmmm.