Please name 1 person who is upset about OP's numbers? Read the entire thread and see what's actually being discussed and expanded upon. No one is disputing about OP's own results. If someone decides to put 1.5v into IVB and then tries to pass that on as 'normal' / real world consumption of Ivy in over locked state would you agree with that statement? At that point what is being reported is how IVB acts under extreme levels of voltage. Most people who Actually care about power consumption would never accept 100mhz more on IVB for a 100w rise in its power consumption.
What's actually being reported here is what happens to a chip when the optimal level of Vcore is breached and massive amount of leakage sets in. It is clear these specific 7970's are not top binned ones which is why so much voltage is required to keep them at 1225mhz. Exact same scenario Xbitlabs explored in detail with HD5850. What's being stated is under such conditions each 7970 would use up 60-70 watts of extra power for what often amounts to just a 25-30 MHz GPU clock increase. How many people would accept a 200-250w penalty on 3 7970s for a 25-35mhz GPU clock bump on an 1185mhz chip? Lava clearly outlined this in great detail. If someone wants to squeeze maximum performance out of a chip at all costs, then they obviously do not care about power consumption.
It is completely incorrect to claim that an average 7970 OC draws as much power as a 480 just because someone is willing to accept a 3-4% increase in GPU clock at all costs.
An 1180mhz 7970 draws 239W. A stock 480 draws 270W.
http://www.techpowerup.com/mobile/reviews/HIS/HD_7970_X_Turbo/26.html
And the key takeaway from this thread: if you want to OC to the absolute max, expect power consumption of any ASIC to reach stupid levels of power usage due to leakage galore.