I think that it's easy to forget just how expensive graphics cards have been in the past, which is why people think that £700 for the best possible GPU is a lot of money. It's always been a lot of money to get the best possible hardware. Back in 2007 when the 8800 Ultra was released, it was over £500 (as reviewed by Bit-Tech). With inflation factored in you get approximately £700 in today's money, so to get a 1080 for less than £600 is nothing short of spectacular. Jump on it like a frisky rabbit.