This will be the card for me. Of course there will always be people moaning, saying they're disappointed and will be sticking with their GTX980 Ti (what idiot would want to upgrade to anything other than a Ti from that card, I don't know)
But at the end of the day it's an upgrade that will take me from 30-40 fps on a 970 1440p max settings to 60+FPS. That's exactly what I was looking for, and it's at a good price relative to performance too. It should cost me around £150 after factoring in selling my 970, which isn't bad for a years usage of that card at 1080p
I am interested in whether AIB cards like the FTW will bypass the 112% power limit though