Got this issue with my new 1080 FTW (ordered Sept 2 through Jet/OutletPC) yesterday while running Heaven with a bit of overclock, ~2025/5100 at 100% voltage boost (1081mV). Restarted and ran Heaven again, and it crashed within 15 minutes.
EVGA support suggested I try it in another machine, and it worked fine under a heavier overclock, ~2075/5100, with no crashes in Heaven for about an hour.
Put it back in the original machine, ran Heaven and Sky Diver for about 30 minutes each, along with 2 hours combined of GTA 5 and DX:MD, and no crashes yet. Overclock is still at 2075/5100 100%V, with temp around 75 C.