Or it can be a recipe for disaster -- if one plans on offering incremental and evolutionary increases and your competitors do not -- recipe for disaster!
It wouldn't be a disaster for a lot of reasons:
1) At just 438mm2 and only 1Ghz clocks, Hawaii XT already uses more power than 780Ti. Unless AMD releases a 550-600mm2 die with standard liquid cooler, they themselves are limited by 28nm.
Even if AMD releases some miraculous 580mm2 die, Nv could raise clocks to 1.2Ghz on GM204, raise TDP to 225-250W and more than double 770's performance assuming 2X the performance/watt increase of Maxwell.
Finally, since they will have a smaller die, they could price it much lower than AMD with a 550-600mm2 die and liquid cooler.
2) We already have history of Fermi vs. Cypress that shows Nv can be late by 6-9 months and it hardly affects them. People even bought 285 instead of 5850 or waited for 6+ months to get 480. It would take 2-3 consecutive generations of NV being late by 6 months and to have AMD beat them in efficiency each of those 2-3 gens for this to really affect them. Also, it is not as if AMD went out of business when 780 beat 290 to launch by 5 months.
3) Even if somehow 390X beats 880Ti, Nv will continue to dominate mobile dGPU which is where most of the dGPu sales and growth is coming from.
In other words, Nv can easily launch a midrange GM204 first with little risk. It would be different if AMD had access to stackable VRAM and 16/20nm node much earlier than NV. But we have not evidence to suggest that. Also, we have real world proof that 750Ti offers 2X the performance/ watt validating the efficiency claims for Maxwell and nothing at all from AMD to suggest GCN 2.0 can somehow match this increase in efficiency. AMD barely improved the efficiency with 290X over 7970 compared to what NV did with 780Ti vs. 680.
Maybe I sound very pessimistic for AMD next round but I don't see them winning next gen, especially not in the mobile dGPu space. I think until AMD can get stackable VRAM and a lower node, they will compete on price/performance and this way even if GM200 wins by 20%, AMD could have 2 second best cards offer 80% of the performance for much less (I.e, 290s for $750-800 vs. 780Tis for $1,200-1,400).