I know 390x is slower but it's also cheaper and got 8gb vram, who know how much vram we will need in 6 months. Looking from the 4k charts, the 390x is not THAT far behind the 980 ti. For example in battlefield hardline it's 26 vs 30 fps. Only 4 fps difference! And the 390x costs a lot less. http://www.guru3d.com/articles_pages/msi_radeon_r9_390x_gaming_8g_oc_review,24.html Don't want the fury because 4gb ram and at this point i'd rather get the 980 ti.
While neither of them (in a single GPU config) is really good enough for 4K, the 980Ti is the better card imho. And if you are going to play at 4K on a single GPU, every frame is going to count.
980 ti all the way !!! the 390x dont beat the 980 gtx really much. and the 980 ti beat completely the 390x. Check several benchmarks from differents games
Just get the 980 ti. 390x is way weaker then 980 ti and only thing from amd coming close (fury) at the same price isn't the best option. None of those cards will give you a good solid experience in 4k unless you get sli which might be a bit shoddy.
Do not let the 8GB on the R9 390X fool you, its no better than the R9 290X with 4GB the gpu does not have the raw power to utilize the extra 4gb of memory. If you plan on using Cross-Fire @ 4k then it would most likely show some benefit but not much.
You get what you pay,this is the bottom line. And you have to compare similar products...390x is something LIKE 980, not Ti. Nevertheless you go for at least 980.