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Because that's the approximate performance you will get per dollar...
The GTX 1070 is $449 for FE, and $379 MSRP, yet is faster. And that's new. The 980ti offers less performance and consumes more power. It's not worth used more than a new 1070.
When both cards are overclocked, they are on par. Also good luck getting a 1070 at MSRP for the next few months, considering the FE are selling like hotcakes.
First of all, almost everybody on this forum are selling Tis for less than $450. Almost all of those Tis have aftermarket cooling which last time I checked is better than a reference or FE cooler. Second, the price for the FE is set for 1070 and 1080, cards with aftermarket coolers will START at $599 for 1080 and $379 for 1070. Which knowing aftermarket manufacturers that price will not be 599 and 379 respectively and here is the proof (EVGA - Products - Graphics - GeForce 10 Series Family - GTX 1080).
Next the power, $5 extra on the power bill at the end of they year is not going to break your bank, if it does, you should be looking at way cheaper cards. What you should be talking about is the temp at which the GPU runs, which is identical to previous generation, GPU size shrunk > less area to dissipate heat, which has been shown by various reviewers for the 10 series.
If overclocked, the cards are on par with each other, a quick google search never hurt anybody.
How do you know that 1070 wont be above or at MSRP for the next few months? My local MicroCenter is holding all of their 10 series cards in the back and not even selling them. Those cards are not even reserved, they are just sitting in a warehouse.
One thing you got me on is used vs new, cant beat that, but most cards these days have warranties that are long enough for them to become obsolete or replaced by a few generations of new cards before the warranty runs out.