GTX 1070 Founders Edition cheaper than normal?

Solution
The MSI FE is going for £399.00 inc VAT ... everyone else is the same price
The MSI Armor Edition is going for £404.50 inc VAT
The MSI Aero OC Edition is going for £407.40 inc VAT
The MSI Gaming is going for £428.99 inc VAT
The MSI Seahawk is going for £517.49 inc VAT

The Gigabyte G1 is going for £424.99 inc VAT
The Zotac Amp is going for £426.49 inc VAT
The EVGA SC is going for £427.99 inc VAT

i don't think we'll see USA pricing till tomorrow at best

Given the fact that all FE cards are experiencing thermal throttling, I don't expect many folks will have an issue with paying the difference.
 
i think the 1070's are not having the issue as much as the 1080's are having but then it's only FE cards tested so far for the most part.

there are a number of brands with cards that appear to be reference cards with better cooling and still stock speeds (the MSI aero being one of them). they should be on the cheaper end and solid cards for the money. only a couple reviews so far but it looks like the small gains from overclocking and such won't be worth too much more money over stock speeds. seeing maybe 10% better oc'ed.