As I have a 480 8gb Sapphire Nitro on preorder I might be a bit biased but with freesync and similar performance (of the Nitro vs 1060 anyway in the latest hexus review) and better potential future performance (biased on how well the 7970 has aged and the fact the PS4 Neo and XBox one 4K are likely using the same chip slight down clocked) the 480 nitro wins it for me. I can see why someone might want to save £50 and get the 4gb model or even ~£80 going for a 470...
I also feel its important to support the underdog as Nvidia are being cheaky with the high end pricing at the moment while AMD can't compete. If Nvidia get a stangle hold on the market it would be very bad for gaming on PC.