Well, it's a good thing my local electronics store had a 14-day return policy. This was definitely not worth the 'upgrade' from a 980Ti I was looking for. It was tough to part with it but at the same time, $700 for maybe 7+ more fps than what my 980Ti can already dish out doesn't seem logical. I dunno if anybody experienced the same thing, but I saw little to NO difference in performance at 4K playing Rise of the Tomb Raider with my 980Ti and 1080 FE (maybe 3-4 fps difference?). In fact, my 1080 was blaring the fan at full blast and I couldn't understand why this card was getting hot quicker at half the power that my 980Ti draws (and that's after the latest driver update). I never learn my lesson which is this: "It's probably not a good thing to pay premium price for a reference card."
maybe you should have gotten an AIB 1080 with a good quiet cooler ?
the card would also be more stable then, keeping a consistent ~2050+ boost with a 11000 memory, which would give up to 20% increase over an average OCed 980Ti
but yeah its still not that much