You completely missed the point there. What I was saying was that, like people, companies change their image all the time. AMD went overboard with the hype last time (Fury X), they try to keep it lower now. NVIDIA is more of a hype company, but this time they overdid it with the implied promises for the less overclockable cards they showed. That doesn't mean that AMD will be FOREVER lower key, or that NVIDIA will FOREVER try to overhype.