I wouldn't go as far as saying that scaling doesn't matter. People were pretty openly bashing the 1080 for its mediocre FPS increases, despite hitting High 19s all the way into high 20s on OC. (As far as I can see, the best 1080 is usually only 4-5 FPS better than FE). Overclockability and the "free" performance you can (or can't) get from a card is a selling point for most people on this forum (which can be considered as "enthusiasts").
The scaling also matters when it comes to pricing. When the Reference, OC, and super OC variants of a card all perform within 3-6% of each other, yet the price difference is $50-$100, scaling does come into play. Just my