When it wasn't older it also ran 12 degrees C hotter than its competitor for the same performance levels... Up to the point where the only sensible air-cooled 290x was the Sapphire Tri-X, the rest was garbage - it just ran too hot, had improperly scaled cooling from the AIBs, released with a shitty driver that choked performance AND still pushed the card to 95 C.
Back then the excuse was 'it's fine, AMD GPUs can run hotter than Nvidia's, they always do'. Should have seen the amount of people that bought the stock versions and put them up for sale no more than a few weeks after that, it was crazy. And that wasn't just mining cards either. Hawaii was so shit, even YOU bought a 980.
Following that miserable display, AMD took its time to rebrand the same expensive, large chip and sell it off again for a lower price (great business strategy, similar to Pitcairn which was re-used what, 4 times?). You tell us 'look how good it is, they can use it twice'. But all I see is a super inefficient design that gets re-used because there simply isn't any TDP budget left to scale it up further.
Hence Fury X was born. And we know how that panned out. Overpriced HBM that requires a separate driver branch as well, stretching AMDs resources further. And, to top it all off, they release it with a crappy AIO and a high speed fan, making the water cooled halo card noisier than its direct competitor, directly after Hawaii's launch issues. It's so bizarre, you couldn't make it up yourself.