It IS better: Performs better, costs less.
*hint: Check my sig. I have a gtx 670
I'm talking performance strictly...I'm a bencher man, I doubt regular gamers will notice a huge difference besides price.But I like to speak the truth. The facts are out there, most reviews compare stock clocked cards, which is stupid. A 7970 is better clock per clock, but not by too much, but when overclocked it leaves the 680 behind. The Kepler cards are nice, but the new boost clock thing and locked voltage limit their potential. (I run 1.21v but it's not for everyone, and it's not even close to the level of voltage adjustment you get with a good 7970)