Yes MSRP doesn't mean a thing when vendors are profiteering, ... a fact I carefully pointed out and therefore shouldn't have needed repeating. But .. as I said ... when demand is high and supply is short,
vendors will take advantage, they ain't stoopid. ... the price will be "what the market will bear". If consumers want to be the first on on the block to have the new shiny thing, they are the ones setting the price, no one else.
Why is it that you have a beef w/ nVidia pricing, and no complaints about the $249+ price tags on the $199 MSRP 480s ? Yes, they can be found advertised w/ $199 price tags but not ones ya can actually buy. How about prices on ones you can actually buy, cheapest one is $269... $70 over MSRP.... and the same price as a R9 280
https://pcpartpicker.com/products/video-card/#sort=a8&page=1
As far as limiting prices .. you know that's illegal in US, right ? From wiki
Under earlier US state Fair Trade statutes, the manufacturer was able to impose a fixed price for items. The fixed prices could offer some price protection to small merchants in competition against larger retail organizations. These were determined to be in restraint of trade.
And no, manufacturers are not responsible for consumer stupidity. I have been building PCs for 25 years and we see this happen
every time a new thing is introduced... we recently saw it with the 6500k when it was in short supply and now its back down where expected.
Again, shouldn't have to repeat what I already wrote but the non-reference cards typically sell for $20- $30 over MSRP. So here we have a non reference card
that we can actually buy selling for $419... take off $20 for the non-reference premium components, and we are $20 over MSRP. Big whoop ! .... a X70 card costs the
exact same price as it did 3 years ago.
https://pcpartpicker.com/product/YpH48d/gigabyte-geforce-gtx-1070-8gb-g1-gaming-video-card-gv-n1070g1-gaming-8gd
.. and the non-reference cards are still in short supply..... What's holding up the price ? the folks buying it. As long as people continue to buy it at those prices, the cost will remain inflated.
As to the design basis ... there's an awful lotta folks with cards in hand posting pics and leaking specs. While it's not at all unreasonable for a manufacturer will low yield rates to do this, (aka 560 Ti 448), it's generally done to take make some money off stock that would otherwise wind up in the trash bin.
And while I always take leaks with a grain of salt, recognize that every internet leaker is very hungry to make a name for himself / herself by showing everyone else wrong. If this was as you say, with so many sources reporting, it just doesn't seem likely.
And as for lumping the shipping cost and claiming it's part of MSRP ... that was desperate. Don't even try to go there ... shipping and taxes are not part of MSRP ... taxes are not included in MSRP in the US tho EU requires sellers to include prices with VAT... both are typically listed. Shipping can't be part of MSRP as you can't account for differences in cost based upon where and how it is delivered.
The 10xx series reference cards have been shown to have throttling issues; nVidia has admitted this and proposed a fix. The 480 reference cards have been shown to have throttling issues; AMD has admitted this and proposed a fix. The effectiveness and the impact of these fixes is yet to be known.
Speculation about how the non-reference cards will perform in relation to one another is just that ... pure conjecture.... akin to diving head first into water when you don't know how deep it is. It's best to take pause, wait a little while and see how deep the water is before diving in ... less likely to regret it later.