I'll probably pick up an RX 480 4GB model to personally test for virtual reality (with the Oculus Rift via Oculus Home software); its price-to-performance ($260 CAD vs GTX 970 for $430 CAD), if I can use it in my two planned demo station PCs, is quite good. I'll be waiting to see what the GTX 1060 brings to the table, though.
My personal PC is rocking a GTX 980 Ti, so I most likely won't upgrade that until next generation Volta GPUs in 2018 from Nvidia (at which point I'll build a new PC as well most likely for PCIe 4.0).