it's not hate it's called being good with money (well getting the most from it)
why would I pay $100 more when I can just overclock and get the same performance?
or why would I pay 25% more for at best 10% more performance?
because thats how it goes. Why would you pay NOW instead of waiting 2 months and paying less for the same perf, when no games really 'need' it.
the 680 isnt a sensible product, neither is the 690. They are overpriced, and they are the fastest. You can now have the 670, which is a bit slower but cheaper.
Also they would probably rather sell you a $400 670 than a $500 680, just looking at that PCB and cooler, that card looks cheap as hell to make.
In the end, though - you are right. This card is REALLY close to the 680, i dont think they intended it that way.