ok update guys. btw i have an e8600 dual core 3.33ghz cpu. i have the 306.02 nvidia driver. interestingly i was just playing dark souls and it ran perfectly with the 660 ti.
there is an increase in performance on the heaven benchmark - on the 550 ti I would run dx11, moderate tessellation, 4x anisotropy, 2x AA and would average about 35 fps. With the 660 ti: dx11, extreme tess, 16x anisotropy, 8x AA and get 45 fps. Both of these are running the 26 stages as part of the "benchmark" option.
monitoring the 660 performance in guild wars i noticed gpu usage is only about 40-60% while I am getting the 20 fps. it is still playable like this bit i have to grit my teeth.
I ran my 550 ti with the 530 watt psu as it came a day earlier than the 660, (my old 400 watt psu was the minimum for the 550). I did not look at the numbers but i noticed my fans were much louder on the gpu - my guess from the increased power. I know my 550 ti did NOT run at 100% gpu load when I would max guild wars when it was getting less than 60 fps. Perhaps its the same case with the 660 where it just isnt getting enough power? My guess is the 530 watt psu is running much lower than that.