I'm so anti AMD.... and you can go through my post history and see my numerous recommendations of many AMD products. Just because it was a good choice then, doesn't make it a good choice now.
I think a lot of people are bashing Fury based on TechPowerUP's review which shows NV in literally the best light because:
1) He doesn't apply the highest settings in all games (specifically anti-aliasing). This helps NV cards.
2) He doesn't remove from his averages games that blatantly favour NV (ProjectCARS is an outlier and was designed for NV cards, period)
3) He includes results that are literally an anomaly on the Internet (Wolfenstein NWO benchmarks on other sites are not showing horrible performance on AMD cards).
4) He does not appear to test games with Mantle even if AMD cards work fine/faster in certain titles with it.
5) His WOW benchmark has already been called to have nothing in common with real world raiding online.
Fury is 17% faster at 1440P at Sweclockers against a reference 980. We know that a reference 980 boosts to 1200mhz. That basically means that it'll take nearly a maxed out 980 to match a stock Fury.
But, Sapphire Fury provides this performance at ridiculously low noise levels that no 1.5Ghz 980 will ever touch.
Computerbase has Sapphire Fury OC at
31.5 dBA at MAX load. They even recorded a video:
http://www.computerbase.de/2015-08/asus-radeon-fury-strix-test-sapphire-amd/4/
The quietest GTX980Ti available for sale in US is eVGA 980Ti and that manages
41 dBA.
http://www.computerbase.de/2015-08/partnerkarten-geforce-gtx-980-ti-test/4/
So now with $25 off $200 visa coupon, Fury can be purchased for $535 or so. Sure, that's a premium over a $470-480 980, but you do get guaranteed performance without needing to overclock, no need to even worry about a rebate and most importantly, it will be the
quietest high-end card out in North America.
Therefore, while the Fury will not touch a 980Ti in price/performance when it comes to overclocked performance, your disregard for other positive factors for Fury (uber quiet, guaranteed performance over a 980) is what makes other people question your objectivity.
In reality since you already mentioned that you want the flexibility of Nvidia's DSR, I think already made up your mind that you are going NV next so I suppose subconsciously you are trying to downplay the positives of Fury.
Also, if someone wants to add a 2nd card down the line for Cross-fire, Fury CF will destroy 980 SLI.
Making the argument that 980 is a great 1080P card is somewhat pointless since 980 itself at $470-480 is a waste of $ over a $280 970 for 1080P gaming. If you are going to argue about using DSR/VSR at 1080P, then you would need to look at 1440P/4K benchmarks since VSR/DSR is super demanding.
1080P VSR settings:
2560 X 1440
3200 X 1800
3840 X 2160 (AMD Radeon™ R9 285, AMD Radeon™ R9 380 and AMD Radeon™ R9 Fury Series)​
Unfortunately as GPU demands increase with more pixels, 980 falls even more behind the Fury by nearly 25%! So the argument that 980 is better for 1080P + DSR vs. Fury for 1080P + VSR doesn't work at all since 980 gets worse and worse the more pixels it has to deal with.
Also,
VSR is using a better/clearer filter than DSR's (blurry) Gaussian one and it's evident in some games but you hardly mention this point. In other words, it's not all win with team NV (aka 980 vs. Fury isn't as clear cut as you make it).
If you don't plan on buying another video card in next two years, yeah I would go with 980ti. Though if you know you'll be buying a new video card next year when Pascal\AMDs FinFET GPU(Greenlands?) then buy whatever video card fits your stop gap requirements (4k or 1440p performance or monitor tech Freesync\G-Sync). The 390x and 980 would seem to fit most stop gap requirements at a reasonable price. If I were in the market for a new monitor with Freesync\G-Sync I'd have to go Fury\X as freesync monitors have really taken off in terms of choice and also have better input options.
That's a great post although I'd drop the stop-gap GPU recommendations to 290/290X/970/390 unless you can find a 980 for $370-380.