180 W in a laptop is such a bad idea. And it's still a bad idea if they can reduce it to 160 W with binning and far less aggressive turbo, which makes it not really the same as the desktop card, anyway. For a laptop, you want a smaller chip that can stay inside of 30 W or 50 W or 75 W or whatever. That's probably coming eventually, but the GP104 isn't it.
All that being said - who can be surprised that PowerTune/Turbo tech has totally changed the laptop GPU market. That is probably about the only reason it still exists
nVidia has done this before, and the results also weren't good then. I can see them doing a not so cut down version for certain desktop replacements, but not widespread usage. Things like fitting into MSIs backpack and gaming laptop, or ASUS 24" laptop.
"1080" is in fact 1070. This is actually VERY deceitful. Im more inclined to think it will still be called "1080m" as calling it "1080" would probably invoke a law suit. Its barely any faster than current full "full 980 mobile" with a bit less power consumption.
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http://wccftech.com/geforce-gtx-1080-gpu-for-notebooks-specifications-leaked/