The 1080Ti FE makes an awful racket on the stock cooler, unless you want it throttling like crazy. At which point a 1080 would probably be a good idea.
I don't hate ITX, I just feel that it has a purpose and that purpose is not performance. I would quite happily have a tiny rig on my desk if space was limited but I would want my performance PC hidden away somewhere.
I need more storage than ITX can provide. Again, I would want at least a NAS or small server tucked away somewhere. I listen to an awful lot of music, and in WAV form it soon eats up your storage space.
I also feel it's over priced. Maybe this case being small in numbers would cost a lot to produce, but the cases you can get for this sort of money are light years beyond a plain basic box.