The New World beta revealed a design flaw and/or manufacturing defect in some video cards. All cards EVGA makes with the FTW3 PCB have an issue with transient loads (like the kind you get when running a menu at ~2000 fps) and weak samples will fail in such conditions. The original PBC revision also has a flawed current balance that allows it to pull more than rated spec from the PCI-E slot when loaded anywhere near the power limit on the cards using official 420/450w firmware. Other models are failing at a much lower rate, typical of what happens when any large sample of parts is pushed by anything.
Amazon is not at fault here. They can, and have, mitigated the issue by capping frame rate in menus, but application level caps should never be required to prevent hardware from damaging itself. The onus here is on GPU manufacturers to sell components that do not fail when operating within spec and do not allow normal applications to exceed whatever specification limits have been imposed.
If a card fails because you left it on the New World menu (or played Elite: Dangerous without a framerate cap for that matter) for a thousand hours, then it was either already broken, or it wasn't run as intended with regard to power delivery and environmental conditions.
Is this the reason why some people says it runs fine even if it doesn't?
What's 'fine' is subjective.