Definitely an issue
We ended up with some of these where I work (not from PC World though). They are definitely 980Ti cards, and the 500W power supplies are actually rated at 480W if you take the case off and have a look at them.
And that isn't enough.
I spent a while setting one up, fired up 3DMark to see how it rated, and the power supply went pop within 2 minutes. That's how we found out it was such a low rated PSU.
A second one has lasted longer - that survived a burn in at least. But we've requested an upgrade to 600W power supplies from our supplier for them.