Hopefully this qualifies as a decent deal. I was looking for a 1070 but then stumbled across this.
Reviews suggest that it can overclock much further than it's already higher than normal clock, so would outpace the currently more expensive 1070 without much issue. Figured that ~$589 is a pretty good deal for that, so I pulled the trigger. Plus that cooler is utterly insane, make sure you check out the dimensions of the card (particularly the thickness) before buying.
Remember that VAT is removed at checkout. So it drops to £299.99 plus £37.10 delivery.
For you Asus Strix fans, there's also this 980ti for exactly the same price. However, it's not overclocked as extensively out of the box.