If the Nova/high end can match the performance of the Ti while being $100 cheaper, it will be a winner.
I think even if it's meaningfully faster than a 1080 but a bit slower than 1080 ti it will do well.
The $399 part needs to best the 1070 and the $499 part needs to match the 1080 though, so we'll see.
But yeah with the delta between 1070/1080 not all that huge but still meaningful, the $399 part could be a big winner if it sits right between 1070/1080. If it can beat a stock 1080 ocd it'll be a big winner as the 1070 can't do that.