Fury was not arrogant when it came to matters of battle, and at the first sign that Rowan was a dangerous opponent, he had unleashed his Incarnation.
This was among the primary responses from Fury when he began to consider an opponent a worthy challenge. This was bad news for Rowan.
Rowan was amazed by the reaction of Fury, and he instantly took his estimation of this man to a higher level, the reason he could easily kill Dorian was his inherent arrogance, but Fury was a thousand times stronger than Dorian but the moment he felt that Rowan had a slight chance of killing him, he immediately retaliated with powerful moves, disregarding their differences in power.
