Laughable isn't it? Dishonest?
It's the way of the world though. Mostly everyone is willing to walk over someone else if they can get away with it. Those who don't educate themselves in such matters get taken advantage of.
I feel sorry for anyone paying close to £400 for a 980ti. Give it a month and they'll be down to £200. The 1070 will wreck it, has more VRAM and of course will be the benefactor of driver optimizations for future games.