To the interested parties, here is a series of screenshots. The settings as scrolled in Division, and subsequent Benchmark results.
Card is OC'd a bit with some custom settings using Asus GPU Tweak II.
Intel Core i7 4790 (water cooled), Asus Strix 980 Ti, 32gb Ram, 750w psu, Samsung 850 Pro...
I am sure there will be some that are like "umm, yeah you always do a clean reinstall with a new card... "
But just to save anyone some time if they are seeing 'meh' fps with their 980 ti in The Division...
I got a new Strix 980 Ti this week, and my "old" GTX 970 is being mailed to a friend...