I WAS going to get the 1070, but the Mrs gave me "that" look. You know, the "just because I said you should do what you want didn't mean you should do what you want". So I settled on the 1060.
They sell out pretty quickly over here, so decided on the Gigabyte G1 Gaming 6GB. Reviewers seem pretty impressed buy it - fans only kick in at about 60 degrees, has a good OC out the box, and the G1's use the top tier of available chips, so I know it'll go for a while. It's also not that expensive that I'll feel guilty replacing it a couple of years from now. Oh, and it has a backplate! The RGB didn't really factor into my decision - I want a GPU, not a rainbow - and I ordered a closed, silent case anyway.
Edit: not sure why it took me so long to decide - it WAS a bit of a no-brainer with regards to performance: my last card was a Radeon HD6670.