If you really really need the performance of a GTX980 (or R9 390 soon?) NOW, of course you can buy them.
But I wouldn't invest in such 28nm-high-end-cards at this point when die-shrinks are on the horizon, better get a GTX970 or R9 290(X) (or R9 380?) if their performance is enough for you at least this whole year, they have a much better price/performance-ratio.
In September I had to choose between a stock GTX970 for €290, some custom GTX970 around €350 or a nice GTX980 for over €500... I went with the stock GTX970 because I was sure that its performance is enough for me at least until the 20nm-GPUs finally launch... the "second best" GPUs of each series are great stop-gap solutions.