VRAM is actually the bottleneck here, no doubt about that, and in multi gpu mode the game does not see the total memory, just the vram of the primary card, so the vram is the only issue here, not scaling.
See the review numbers:
HD6970:
Newegg.com - Computer Hardware, Video Cards & Video Devices, Desktop Graphics / Video Cards, Radeon HD 6000 series, Radeon HD 6970
GTX580:
Newegg.com - Computer Hardware, Video Cards & Video Devices, Desktop Graphics / Video Cards, GeForce GTX 500 series, GeForce GTX 580 (Fermi)
The most reviewed 580 has more reviews(hence I think better sales) than the top two 6970s combined, so despite the price considerations the 580s are outselling the 6970.
Again:
HD6950:
Newegg.com - Computer Hardware, Video Cards & Video Devices, Desktop Graphics / Video Cards, Radeon HD 6000 series, Radeon HD 6950
GTX570:
Newegg.com - Computer Hardware, Video Cards & Video Devices, Desktop Graphics / Video Cards, GeForce GTX 500 series, GeForce GTX 570 (Fermi)
Now before anyone jumps up and says reviews do not means sales or vice versa, I've observed before that the most sold products have more reviews.