Not that I'm in the market for a $3,000 card (my 1080ti was more than expensive enough) but I wonder what the OC headroom on it is like. If it is anything like the 980ti it'd be quite good.
Mostly marketing BS if you are sustaining reads and writes at 100%throughput for 30+ second your computer is broken or you are running synthetic benchmarks.
That amounts to an unrealistic use case
But I'd probably get it for peace of mind