I'm not sure people are in general, but you are talking about a $649 card for $379 like for like, which is pretty neat in a year especially if you like nVidia.
They're not nVidia cards though - I don't think you'll find AMD affectionados are all that excited about the 1070.That is 20% faster than a £300 R9 390X and barely 10% faster than a Fury Nano according to TPU.