I don't think it's a case of people "can't" afford them, it's more a case of they don't think it's worth it. Which is exactly my position. If I don't personally think an item is worth it, no matter how much I'd like it, I won't buy it.
But a 980ti @ 300 is ?
Why isn't it worth it? It's because people are hung up on the naming convention not the actual performance you get....
Basically forgetting the name the 1070 is a 980ti for 250 less than what the 980ti was on launch.