Asus Strix, EVGA FTW3 and Zotac Extreme I can see their being nothing between them in real world, I suspect they will all cost within £20 of each on a £800 card and they are have totally superb warranty services. In short buy the one you like the look of because those three cards are all bloody amazing and I suspect will be the three best 1080Ti on the market.
Of course there will be a HOF card but those are much smaller volume due to the white design appealing to less but one can bet they will be bloody quick!