I'm very undecided myself, i have a 4k monitor coming and i could choose either a GTX 980 ti or a Fury X to play at that res. What makes my decision so hard is that both cards perform similarly at 4k res but has water cooling and if i add a second card, crossfire scales much better which i want bad BUT the other has that incredible OC headroom... decisions decisions.
Also i bought Project Cars and my 7970 struggles with high settings but i don't mind or care who made the game or who sponsored it, as long as the gameplay is great. I love racing simulations so i had to get it so for me GW or not i would have bought it 100 times again.
In the end i understand both sides, i think people are different and have different goals and perspectives so lets respect each others opinions.
Oh and everybody here knows that i'm a Radeon fan too