To all those who are curious whether youtubers played on ultra or not...
I've asked Marcin Momot on Polish forum, if this video was recorded on ultra:
and the answer is yes. Here's the proof if some of you know polish
And here's the translation: Yes, everything is on ultra except one option.
Which probably is hairworks ( one of the youtubers from Poland mentioned that Nvidia Shadow Play has its impact on graphic card's performance, which is why they did not turn the hairworks on for recording).
Didn't Gpher say that aswell? He said it ran on Ultra except for Hairworks. And that Hairworks looks amazing, but has high impact on performance.