sYNTHwAVE

its definately time for all 10 series owners to wait. as an enthusiast i really want to have the best card but, it cannot be justified at the moment. i will keep my 1080ti and see how the market behaves in 2019, i think AMD might have something disruptive up their sleeves. if they ignore raytracing completely they might be able to make a card with traditional deferred rendering performance similar or better than 2080ti for cheaper.

Back in the day people didn't know how the picture looked until they had the film developed. Now people can't be bothered with just taking the picture and then seeing if it was good and retake it if it wasn't. 

Finally got my 2080 ti FTW3 under water.  I managed to break 10k in Superposition.  Clocks at 2145MHz and Mem +1000
 

 

 
 

I don't know anything about reference cards, maybe more case fans? but water cooling is available at NZXT with their Kraken G12, you would need to take off the ref cooler and install this bracket, you'll also need to buy an AIO that is compatible, this link is to NZXT for this product https://www.nzxt.com/products/kraken-g12-white if you don't trust the link from a stranger on the web, look up NZXT Kraken G12 and it should come up. it claims to be compatible with the 1080ti but I would double check but it is a cheaper solution than custom water cooling and is better than air. JayzTwoCents has a video on it and how to install and whatnot here