Lol you heng for what?
For the price you can hoot 1080 SLI and enjoy even more aggressive performance.
$1200 USD is just the surface price, this thing need waterblock to survive the insane heat and that will add more to your already expensive cost. The fact that it wont come with AiB option means you are restricted to their cui cooler, which can barely survive the punishment from 1080 lol.
What make me think twice is not just the price of this card, its the fact I need to go custom loop (if I want to have a quiet rig) which I am against lol.
Maybe that pair of FTW 1080 might seem more attractive.