The GTX980 was £430 do you expect similar performance with new improvements and new features for the price the 960 was? The 1060 FE is apparently going to be £275 that is still a huge drop.
Come on, that 980 customer is the new 1070 potential buyer. The problem is low cost enthusiasts that bought the 970 now need to spend more to get their upgrade. Part of that is Nvidias greed and none of their 1070/1080 meeting the listed MSRP.
Only NOW can the general consumer get previous enthusiast type performance for this price. It is obvious both camps have tried to bring as much performance as possibly into this price point.
Here is why too...
The 980 was massively overpriced, another example of pushing prices up.