This number, which was taken from PCPER article, seems to be wrong. This is taken fron the official press release: „40.9% (1080p) and 40.1% (1600p) performance improvement under Ultra settings and 4xAA on the AMD A10-7700K with an AMD RadeonT R9 290X.“I wrote "highest settings". The 40% case is not using highest settings.
1600p, Ultra Preset, 4xAA: 17.3% improvement
So it's not 17.3 % (probably a typo?), but 40,1 % for 1600p @Ultra. It seems, that Guru 3D and other websites have correct numbers.