I personally went with a Sapphire Fury Nitro which I paid ~$340ish after tax. However, it has been as cheap as $274.99 after coupon ($299.99-25) on 7/19 from Newegg.
The CUs on mine were hardware locked so no 4096 shaders for me, though that is YMMV. I am still quite pleased with the card as I can undervolt -60mV at 1050/545 and get Fury X performance with approximately 980 Ti power consumption.
Personally if you need the performance 1080 wins no contest, but if you don't want to spend that much with the new Titan X and 1080 Ti on the horizon then looking for clearance deals on Fury/X and 980 Ti may get you what you want at a very reasonable price point
