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While Nvidia is adament about comparing the 1080 vs the 980, price-wise it's going to be the 1080 vs 980Ti which to me matters most. Simply because I hope most buy a label or a brand, but a product and as such take performance and price into consideration. Although I see the merit in comparing a previous generation card to it's successor, that previous card has been available for 25% less for about a year.


The 980 also came out at a much higher price than currently, so for all the people with a GTX 980Ti, it might be more interesting to wait out for that price drop or to wait for a possible GTX 1080Ti.


A GTX 980 vs GTX 1080 with 65% speed increase sounds like an awesome upgrade.

A GTX 980Ti vs GTX 1080 with 20% speed increase sounds much less enticing.

Especially since a second-hand GTX 980Ti seems to go at about 2/3rds the GTX 1080's price.