Eh, I'm too lazy to dig out exact die figures, but from what I remember ATI 3870/4870/5870 dies were much smaller and efficient compared to nvidia while being nearly as fast. So yeah, bigger is not always better. Personally I'm hoping AMD can repeat history.
EDIT: by all reports the power consumption of next gen nVidia cards is totally bonkers, if AMD can pull out another 5870 out of the hat, I'd totally buy that instead.
-No. I was arguing this on the forums back in the day from the opposite perspective: The small die strategy really ****ed AMD long term. Retail users care about performance numbers on reviewer charts. FPS is king. Its why NV will go for the halo spot at the expense of absolutely everything else. Its why AMD has begin adopting this strategy as well.
For enthusiasts such as this forum the small die strat made sense because we tend to look at a few more dimensions of a product than the average retail user. As a business strategy, it was a huge misstep.
Let's count the ways the small die strategy ****ed AMD:
- It cemented AMD as the "value brand" in the GPU market. Never as fast or feature rich as NV, always cheaper.
- A race to the bottom in terms of revenue. AMD was so marketshare driven that they seemed to have forgotten that the need to actually make money to keep bankrolling their operation. You don't do that by going small and cheap, especially when you're competing against someone like NV.
- CUDA. By going small but never winning the performance crown or going feature rich, AMD allowed NV to solidify CUDA as the defacto GPGPU programming language during the small die era. This is a mistake that has butt****ed AMD to this very day.
AMD needs to go Halo. Dump whatever you need to into your top SKU to either get or convincingly contest the performance crown at the top. You can always pare back from the top, but you cannot add more to an inherently underdeveloped die to get the crown and win the hearts and minds of retail users.
Think of it like the hot/cold thing: I can always put on more clothes to warm up if its cold, but there are only so many clothes I can take off to cool down when its hot. You can always overdesign an arch then scale it back to hit power and die size targets, but there is only so much clockspeed you can throw at a small design before you hit the limits of physics.
Edit: Found it, my OG thread from ye olde days
https://forums.anandtech.com/threads/was-amds-small-die-strategy-a-huge-mistake.2257367/