I am a bit confused over the cards design. The cheapest versions I have found are the 980Ti and the Fury X both being sold at £509. The stock 980Ti seems to out gun the Fury X at anything other than super high res and with it being stock is far more overclockable. The confusion comes from the AIO cooler. With that thing attached I was expecting the card to have high temps even with the AIO but it's bottom of the table in just about every temp monitor chart (although it doesn't beat my water cooled 980 in any of the charts . So why on earth have they added that AIO? Surely that is quite an added cost to the GPU. Couldn't they have stuck with a typical air cooling system and cut the cost of the GPU, just how much would having it air cooled have risen the overall temps by. If the card cost maybe £60 less due to being air cooled instead of water cooled then it's cost performance would have made a bit more sense but as it is the 980Ti is just a better card in every respect except UHD. Even more confusing is that if the card was highly overclockable THEN the AIO would maybe come in to affect but as one of the folk here said the card seems to be so locked down that it is nigh un overclockable at the moment. Is the AIO just so they could make a really small dinky card that had some serious grunt. I dunno?