renz496 :
The one that charging extra price was retailer not gpu maker. Remember when 290X end up costing as high as $900 during the mining craze? Amd did not benefit from that even one bit. The 1080/1070 are new card on a new node. it will be a while before we will start seeing cards more close to it's suggested MSRP.
See, that's the difference in this scenario.
When Nvidia announced that they would be offering the "founders edition 1080/1070" for the life of the GPU, they had to increase the price.
This price increase is because Nvidia needs a way to make money off of these cards, and by selling them at MSRP there will not be enough ROI to continue offering the full card.
Remember, the Graphics UNIT (JUST THE CHIP!) will cost $379, but with the PCB, vram, and cooler it adds an extra $50-$100.
For example, when you buy a CPU, what if it came soldered to the motherboard with the ram and heatsink already installed?
Would you expect that price to be the same as if you bought ONLY the CPU? (Not counting the motherboard and extras you would have to buy separately.)
That is Nvidia's situation. They need the extra $$$ to make up for the added cost of continuously producing the "extras" that come with a Graphics Card, which they haven't had to deal with in the past.
Now, retailers have always used the reference card (now called the Founder's Edition) for the base price. They realized that they can charge more than MSRP for their cards because of better performance than the "reference" 1080/1070.