placeholder. 180W TDP.

More mid-high end options is a good thing in this market right now. It would be nice for a new release to push down prices of older releases. However, I'm not sure where to the 1070 Ti will fit in. It's no more energy efficient than the 1080. And if it is priced too high, people will just spend a bit more to get the 1080.

It's purpose is to counter the AMD Vega 56.

The 1080 is $550 or around, this is almost as good at $430, to me its considerable savings and very attractive offering for someone looking for high end card.

EVGA seems to have released new coolers, seems they are stepping into 2.5 slot coolers (as most other brands have done with the GTX1080Ti), one thing that made me not consider EVGA was the the smaller or thiner cooler, that at the end neted higher temps and thus higher rpms to keep them under tolerance. But this seems have changed, and very interestingly they are also placing them on the GTX1070Ti, so probably will end up as one of the quietest of the bunch.

GamerNexus EVGA GTX 1070 Ti FTW Ultra Silent Tear-Down & PCB

Hope they continue this trend on volta.

At the moment, the 1070 Ti seems to benchmark very closely to (if not slightly better than in some cases) the 1080. At MSRP prices, the 1070 Ti is the better deal, but with volatile GPU prices at the moment, things may be different.

The problem here is a 1070ti is just £40 less than a 1080.

Though an evga 1070 ti silent FTW is the same price as the generic 1080 which won't be quiet which is something to think about...

All else being equal, an axial fan type cooler (such as EVGA FTW, Asus Strix etc) will be quieter than blower models, yes?

yes