It just seems wonky to recommend a $300 card as "necessary" to provide enthralling 1080p. I just see in less than 8 months that level of card will be cut off at the knee's by cards costing $150. Kind of like, (though worse) than buying the GTX780 back a Oct 2013 at $650, while today it's hardly staying ahead with a $200 cards for 1440p, and that's still on the same process node. Consider after just a year, Nvidia came out with 970, and 780's were then bilked half the price of a year earlier. I think there's something more to be considered in this, as it has to work some perceive value; BfB now... and at least some of what is in the future.
Also, a gamer needs to have the understanding... Are they sticking at 1080p for the next year+, or do they see themselves being enticed to buy some 1440p if they start seeing $200 or less? If the answer is perhaps... dropping $300 might be okay, though right today and until 14/16nm FinFET hits, spending to future-proof is a losing proposition. Personally, at the point next-gen graphic hit the cost of 1440p panels start looking to reduce dramatically in price, and the new hardware to drive them will be so much more cost effective this is not the point to consider either.
Best deal for some "who must" get a 1080p card now that's nearly going to permit nearly every bit of immersion of the 970... Look at a 380X that you can OC to say 1100Mhz. Considering there's already versions for $200 -AR$10 saving 30% for the idea you might need to juggle a setting or two in a couple of titles seems like a no brainer. While offering a acceptable entry into 1440p if at some point that's considered.