I think Fiji maybe encountering a ROP bottleneck here ...
Likely. Let's not forget that the 390 has a handful more ROPs than the 970, but the 980 Ti has a full 50% more than the Fury X. That's pixel pushing power. That's a big reason (others being VRAM and OC ability) that I think the Fury X can never catch a 980 Ti.
Even if you take the finest of the battle tested Hawaii, the 390X, it on average trades blows with the 980 - which is impressive given its older architecture and lower price. Essentially they are a wash. The 980 Ti has 37.5% more shaders, 50% more ROPs, 50% more bandwidth, and 50% more memory than the 980. It's a radically faster GPU in every way that counts. Fury X offers 45% more shaders, 0% more ROPs, 33% more bandwidth, and HALF of the memory compared to the 390X. What makes you think it should keep up with the 980 Ti when it cannot match the same gains over the lower card?
It's common sense to see the 970 with its crippled ROPs, bandwidth, and memory lose to the 390. It's not a stretch to see the 390X match the 980 since the 390X and 390 are far closer to each other than the 970 and 980. But it would take a miracle for the Fury X to really be faster than the 980 Ti. We'd need to see the 390 truly running over the 970 making it look like a value card, and we'd need to even see the 390X a full tier or more above the 980. It's asking too much.
And let's not forget that most comparisons of a Fury X and 980 Ti are stock both. Even if most people do not overclock let's not forget the numerous factory OC versions for almost no price premium offer a 5% to close to 25% performance advantage and the Fury X cannot close this gap (and if it partially does thanks to a consumer OC, let's not forget even the factory OC 980 Ti's can be OC'd more).
980 Ti will always be the faster card pending a true AMD driver miracle that makes Never Settle look meaningless. And that's ok. If your budget is $650+ then you buy Nvidia right now, and there's not much reason not to for the average consumer unless they also want to buy a cheaper Freesync monitor to go with it.
It's the below $600 field that AMD is looking fine in, and that needs to the headline here. In DX11 games on average we already have seen the 390 pull ahead of the 970, the 380 standing tall over the 960 (not to mention the 380X), the 390X fiercely battling the more expensive 980, etc. The news should be that DX12 may further this gradual lead even more. And since the bulk of Nvidia's dGPU profit in the past year and a half are likely from 970 and 960 sales, this is what you need to stress to consumers if you wish a return to at least the old 60-40 market split.