What am i missing here?

I think it is because of the accessories that comes with the GPU.

Look at the whole package:

252065802_1224697471_o.jpg

 

inanition02

Distinguished
It's their "custom overclock"-y series. The factory overclock is apparently the highest of all the 6970s.

http://www.techspot.com/products/graphics-cards/powercolor-radeon-hd-6970-devil-13-2gb-gddr5-pcie-ax6970-2gbd5-a.81902/

Didn't say anyone should buy it.