Well, in the first place it was/is a benchmark (and one the Radeons win hands down).Yes, but intentionally designed to stress the GPUs every part at 100%, while same "products" (ie, same gfx etc) could be achieved with normal workloads too.
I have yet to see marketing guys from either company spring up and say, 3DMark Vantage was not a real application and [insert preferred choice of lame excuses].
It's also the first benchmark I have seen, that a company wants to loose on purpose, since that's what's happening since around Catalst 8.8 or so.
Funny, purely fictive scenario: Tomorrow Viva Pinata 2 goes public, this time with (more) real(istic) fur instead of tesselation heating up your GPU to the max. What's going to happen then? Artificial performance drop in upcoming drivers?
And that's the whole point: Who guarantees, that something like this doesn't happen?