It reflects its price really. It was never going to be as close to the 1080 as the 970 was to the 980, as there's a chasm between their price points by comparison. 980 Ti(ish) performance for ~£350 isn't a bad deal though, especially when you consider the extra VRAM, better DX12 performance and significantly lower power draw.Nvidia really neutered the 1070, disappointing.