Is Kitguru a clickbait site?
The $649 MSRP for GTX 980 Ti has been known since launch, it's no news to anyone who paid attention to it. The previous $799 retail price rumour was just that, a speculation
As for the GTX 980, of course they dropped a price of it, considering the quality gap between that and the GTX 980 Ti.
Now, the European pricing includes VAT, and it's an unfair to compare products sold here with the tax-less American purchases, as tax not something a manufacturer has any control over.
$649 is about £424 at current exchange rate, which would equal to around £509.99 in the usual pricing schemes. That's excluding any launch mark ups, and bear in mind that the UK is surely getting a more limited stock of the new product than the US.
Edit: maybe I've spoken too soon, as it does appear that the starting price for the GTX 980 Ti is £549 across the UK stores.