The MSI is the one I want also but the price is all over the place. It was £270 this morning (still a little high I feel given the others are £250), but now its jumped back up to £300 which is way too high.
Well at least I got mine for under £210 for a 4GB one. Closer to £220 and I don't feel it's worth it. Not a factor of being able to afford it (since I've got spare £££), but more a factor of what I think it's worth. 4GB 480s are barely worth over £200 IMO.
I was always recommending the 4GB one... over £230 for even an 8GB RX480 isn't worth considering IMO. Ask yourself this... will you really be using more than 4GB on an RX480? And is 4 more GB worth like a £80 price increase? If you really want 8GB, then go RX470. It's barely an RX 480 itself, which means a significant bargain. Unless those are now well above £210.
Also the MSI 980ti's are sold out. I know because I bought one too (with the 480)... though I'm kinda regretting it since a new screen is more important. Without it, I literally won't see any difference upgrading to a 980ti except better 1080p performance in Arma 3 (boy that game is not great optimised).
Overall I'd recommend a 980ti if going for something over £250. 1060s make my blood boil and so do 1070s. Plus an OCed 980ti pulls ahead and rumours of Nvidia gimping Maxwell are nonsense. Or I'd already be feeling the effects on my 970. There have been many folks chugging along on older Nvidia cards (even the 200 series) on these forums, though recently many of them have upgraded.
Under £250 is where things get difficult, a 4GB RX 480 or an 8GB 470, though once again, the extra 4GB won't help all too much at resoutions like 1080p.
Edit:
The £199 Sapphire 4GB RX480s are perfectly priced as far as i'm concerned. You get a decent budget card for that can play most things at max right now (at 1080p) and will last a few years.
+1
Someone knows exactly what I'm on about. (next post)