A:Answer It really just depends on what kind of performance you are wanting/needing out of the card. For example, I play at 1080p with a 60hz refresh rate. In this case, I think buying a 1080 would honestly be a complete waste of money as you couldnt really utilize the full performance of the card. In that case you would be better served with a 1060 6GB or 1070 IMO and saving the extra money from the cost difference upgrading to the next gen XX60 or XX70 down the road. However, if you are wanting to support higher frame rates (140hz monitor for 140fps) and/or higher resolutions like 1440p or moderate 4K gaming then you may want to consider a 1080. By and large, I think the average consumer won't probably notice or care about ALL the finer details of ultra gaming and would probably be content to run most games at high or very high unless they know they need it for one of the above stated reasons. With that said, you may want to consider waiting for next gen or keep an eye out for price drops since many cards are still roughly full retail price for what is now 2 year old technology. Make sure to research your options based on your current setup so it doesn't end up money wasted. I recommend watching some knowledgable youtubers like techdeals for a nice simple breakdown on these sorts of topics and for more information to help you make your decision.
Best of luck!