Its the same price as the 980ti, it has less features, it wont run things like Physx (at least on the gpu), has less memory and uses more energy...
How is this not a flop then? Why would you buy this card? I mean that seriously, unless you have a huge bias against nvidia, there is no reason to buy a Fury over a TI.
AMD had to hit hard and fast with this card given how late it was. Get better performance, smaller size, less energy and cheaper price. They only got one of those right, and it was the least important one.