AMD doesn't seem very good at the marketing end of the business.
They try to make up for it by paying forum shills. Er, excuse me, social media evangelists.
Fury X isn't a bad card, but it should be priced in the $500-600 range because it's an inferior to the GTX 980 Ti for gaming.
At 1080p, Fury X's minimum framerates are similar to a GTX 980, not the GTX 980 Ti.
Says Bit-Tech: "Typically, if a card was similar to a GTX 980 at 1080p, it would also be very similar at 4K. What we see here, however, is the Fury X performing close to a GTX 980 at 1080p, but virtually the same as a GTX 980 Ti at 4K – this is a significant jump." And: "If you're gaming at 1080p or 1440p, the GTX 980 Ti offers better value for money."
http://www.bit-tech.net/hardware/graphics/2015/06/24/amd-radeon-r9-fury-x-review/14
Anandtech GPU bench shows the same thing--that Fury X = GTX 980 non-Ti at 1080p:
http://www.anandtech.com/bench/product/1442?vs=1513
In some cases the GTX 980's minimum framerate at 1080p just destroys the Fury X, like 65.7 vs 48.2 for Shadow of Mordor at 1080p/Ultra.
GTA V's 99th percentile framerate scores at 1080p are actually 43.4 vs 40 in favor of the GTX 980.
But most of the time the minimum framerates at 1080p are so close to each other so as to be essentially tied. E.g., 71.3vs75.2 (Civ:BE), 88.2 vs 88.9 (DA:I).
At 2560x1600/1440 Fury X is substantially faster than the GTX 980 on average (there are exceptions like GTA V and Shadows of Mordor), but somewhat slower than the GTX 980 Ti so it becomes a case of looking at specific game titles to see if the difference is worth it to you.
At 4K, Fury X's minimum framerates do challenge the GTX 980 Ti, but a) how many people are on 4K? b) there have been reports of frametime issues in some games (drivers?), and c) 2GB VRAM and DVI/HDMI 2.0 and other things that might not viewed as important TODAY but may affect resale value down the road, d) Fury X doesn't come with bundled games, and e) GTX 980 Ti is likely to have more OC headroom--the air-cooled versions still edge out Fury X so imagine what water cooling would do.
Some might argue compute/DP but that's a non-issue for most gamers. The DP premium to gamers is worth $0. Serious DP users are going to want to go FirePro and Tesla. The OG Titan tried to blend the two markets but apparently it didn't work out because NV backtracked with the latest Titan. There's no reason to believe Fury X is going to get huge sales just because of DP, either.