I really don't look at "outta the box" speeds as I have never had a card that I let run at those speeds. Thing is, wel at least before the mining reklated price craziness, the 1080 was the proverbial red headed step child in the nVidia lineup and it was hard to make a case for it instead of the 1070 / 1080 Ti... at recent prices (as low as $500) tho, it kinda made sense.
Unlike the 1070 and 1080 Ti, the review ratings were all tightly bunched.1080 reviews @ TPU:
Reference Card (9.1) rating
https://www.techpowerup.com/reviews/NVIDIA/GeForce_GTX_1080/
MSI Gaming X (9.8)
https://www.techpowerup.com/reviews/MSI/GTX_1080_Gaming_X/
Gigabyte G1 Gaming (9.8)
https://www.techpowerup.com/reviews/Gigabyte/GTX_1080_G1_Gaming/
Asis Strix...