This, Sure the 970 was a bit more expensive for the ~same performance, but that was almost 2 YEARS AGO. The only advantage of the RX 480 is the vram and possible better performance in future DX12 games. And the argument that you can get 2xRX480s and beat a single 1080 is not the best, as very few games are actually proper optimized for multi-gpu nowadays (I recently gave up on 2x970s for single-gpu). Not to mention the heat and power draw... I guess it's a good bang for buck (the 8GB, not the 4GB), and custom models will likely be better, but also more expensive. I'm still waiting on AMD's high-end line, because the RX480 8GB is definitely mid-range performance no matter the PR talk (you can't call a 970/980 high end either at this point).