Overall beats out a 1080 FE. If we can see these around the $500 MSRP, that will be at least be alright. Might stand a better chance here than with other GPUs since there is competition from AMD in the space with Vega 64.
Not looked into this too far, but the one review of MSI's Armor GPU I read showed it had good temps. Which might mean that unlike last gen where "armor" meant "cooler adequate for a 1060 that we slapped on a 1080 ti", higher end GPUs branded "armor" could actually be worth buying this time.