In term the leaked stuff is true, it looks like this:
Radeon (Fury X): 300 TDP
980 TI: 250 TDP at almost equal performance, in term same cooler attached the noise will be reduced, clear winner.
Other stuff im not so certain but i still have to point at the probably rather bad "launch driver" from AMD, while Nvidia got pretty mature Maxwell drivers for sure. So in long term the Fury might be a bit ahead of 980 TI at raw performance, but as usual... Radeon cards tend to be "volcano spec", hot and noisy and in need of crazy cooling. Maxwell may stay more effective but performance could be a bit lower, for majority probably not a good reason, heat is higher issue than a small gain of 5-10% or so.
Anyway, the reason is in the "package"; in term the Fury X will be supplied with native micro water cooler, it may give some interesting package to some customers that might even work out to keep the noise at a "acceptable" level with small OC headroom. So it may depend on package and possible driver improvements too. Still...Nvidia is simply ahead of AMD, considering the Maxwell is out for so long already... Nvidia could release a even better architecture or a improvement of Maxwell in order to crunch AMD instantly... AMD simply is not catching up. However, it doesnt mean there isnt a interesting "package" or "offer" possible.
But the other cards (non Fury and/or special package) and the "several times rebrands", i am sorry to say... it cant be considered a "real deal" in the eyes of most enthusiasts nor "real gamers", no matter the price, the stuff is simply way less effective than Maxwell and in that term a crazy noise and power hog and today less and less customers are having joy using such stuff. I expect the price to be around 600-900 USD (dependable on type of Fury), but nowadays i am used to "expensive" gamer cards, it is hard to undercut the 400 USD mark for real gamer cards (970 and up).