daveattoms :
The reference GTX 980 Ti is really limited with ther bad cooling solution. The boost clock is not stable enough under heavy load conditions. The same for TitanX. I've tried a TitanX with a fullcover water block and got an awesome performance jump (at 1.4 GHz boost clock and higher).
I think it also makes no sense to compare a hybrid cooled Fury X with an air cooled 980 Ti vanilla and this really old and undersized reference cooler. Take a look at the HIS 290X in this test! 50 Watts less and a similar performance as 390X. I have here a Gigabyte GTX 980 Ti Gaming G1 in my hands, running stable over 1.4 GHz bosst @factory. Up to 50% better performance with only 246 watts average. The 980 Ti @stock is boring. 😉
It will be compared as long as the price is above or around the Fury X price...
I think you completely missed the point. "The only gaming benchmark that AMD has shown so far is (AMD cherry picked) Far Cry 4 on the Fury X at 4K using Ultra settings ,,,.averaged 54 FPS, with a 43 FPS minimum". That was with a CLC hybrid cooler attached. The 980Ti reference at 4k at factory overclocked is only doing 50.62fps. Fanboys for AMD are saying that this means the Fury is going to be the new champ as it outperformed the reference cooled 980Ti by just under 7%. . However FormatC as pointed out above, says there are better cooling solutions including various water cooling and CLC for the 980Ti as well as the TitanX that allow a factory overclock of roughly 7% over the reference models.
He prefers comparing apples to apples.
As a further aside "AMD says one of the biggest differences between the Fury X and the rest of the Fury line is that its water-cooled card shouldn't throttle under load". Despite having a 500 watt rated hybrid CLC attached AMD used the words SHOULDN'T rather than WILL NOT.