What? GTX580s have hit 900mhz+ (that's at least at 17% overclock) and some got to 1000mhz on air cooling (30% overclock). In contrast, HD6970 barely goes to 1000 on air cooling. That's only an 11% overclock. Most HD5870s max out at 950-1000 as well (so also 18%). If anything, HD6870 is the worst overclocker. Plus Fermi scales exceptionally well with clock speed while HD5870 does not. So HD5870 is in no way a better overclocker than the 480/580 cards.
And what's the difference between HD5850 @ HD5870 speeds, 2-3%? That doesn't make HD5870 a bad card. 580 met every target NV set out for it, lower power consumption, lower noise and 15% faster performance on average than the 480. That puts GTX580 about 35% faster than an HD5870.
GTX580 is not a new architercture. Why major changes did you expect?
AMD barely did anything with HD6850/70 chip as well. All they did was take Cypress, remove excess shaders that were bottlenecked, upped the ROP clocks, added mini-DP 1.2 support, revised the tessellation engine and called it a day. Overall, if you clock a 13-months old HD5850 to HD5870 speeds, an HD6870 still can't beat it even with overclocking.
In reality both HD6870 and GTX580 should have been called HD5860 and GTX485.
Agreed. If for some reason an HD6970 is at most equal to a GTX480 in performance but costs $349-379, it will be very successful.