This is more of an ASIC than the ETH asic they released last month.

My 280X used like 200 Watts and hashed at 300Hs. My RX 470 used like 150 Watts and hashed at 275Hs.

So 300Watts for 10Khs is very impressive. Basically this is bad for most high end Nvidia GPUs since they were kind of Equihash mining.