The Fury X is an interesting one for me as i don't know if they are going to be using a new architecture - if they were i would have thought they would have implemented it in the r9 3x series. The FuryX using the new HBM memory - and the latest figures produced by AMD show the FuryX outperforming the 980 Ti.
I would love to see some 3rd party independant benchmarks as this all seems ODD
This is a Liquid cooled GPU vs an air cooled GPU too.