Really, noise is where it's a winner.  Any type of water on Nvidia will cost you a lot more.  For raw performance it's not as good as a value as the 980 Ti right now.  It's basically 95% of the performance for 100% of the cost of a stock 980 Ti.  I'm still a month away from my new build, so we'll see if they cut the price or if the Fury non-x competes better.  Buying a 95% as good product for the same price to send a message that I hate Gameworks may not be in my best interest, so I'll see how I feel next month...  Team Green has pissed me off a lot though.