My point is that there s a thread full of 970/980 owners and that so far they do not seem to be concerned by power comsumptions numbers like you, otherwise they would had made some tests in this respect, but no, what matters are the graphic scores, i told you that absolute perfs is the first thing that interest gamers...
Most of us have, at best, a Kill-a-Watt. But, we can all do performance tests that can be readily compared with others (and are useful to see what driver/CPU bottlenecks may exist that reviews, often using OCed i7s, might not show).
Also, that very thread is quite full of high-end SLI users, who, aside from, "can I cool it," of course are minimally interested in heat/power/noise. I'm less worried about minor power differences, myself, than I am the fact that actual power use directly translates to higher noise, with any given active cooling system. The light usage cases, like web browsing keeping it above idle, and old games that can't bring GPU usage to 100%, matter, to me, but I can't easily test those differences, myself.
As soon as I can figure out who's is really the quietest stock cooler, my money's getting spent

(MSI looks like it, so far).