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JEMC said:

Otherwise, I don't see many willing to upgrade from their 770/780 to the 970/980.

The main target group will probably not be the ones which already have a 770/780/780ti/Titan but people with a 570/580/660/670/680/760 willing to upgrade.

Like me... my 580 is now over 3 years old (the longest time ever a graphic card was in my PCs) and was enough so far for most games. But I want to play Dead Rising 3 and GTA V without too much compromises.