Actually, if you take a look at latest review at TPU, you will see for instance the MSI GTX 780 TwinFrozr Gaming just 10$ above normal ones, while offering ~30% higher performance...
In the other case, it is 20%, not 15-18%
http://www.techpowerup.com/reviews/MSI/GTX_780_TF_Gaming/26.html
It's 6~10% at Hardware.fr: http://www.hardware.fr/articles/894-23/recapitulatif-performances.html
I guess the average across all reviews is probably somewhere around 10~15%. That seems like the bare minimum for a new generation.