Help me choose a Geforce Card (and things to go with it)

[farlaff]

I tagged this item last year as it seemed to be a good price-for-money option:

 

https://www.amazon.com/gp/aw/d/B01GXOX3SW/ref=mp_s_a_1_6?ie=UTF8&qid=1497853443&sr=8-6&pi=AC_SX236_SY340_FMwebp_QL65&keywords=gtx+1070&dpPl=1&dpID=51y7rQKEq4L&ref=plSrch

 

Thing is, price didn't really drop the way I thought it would. What gives? For that buck I can get a gigabyte 1080.