freedom fighter :
good luck selling a card with nerfed chip, limited memories, questionable cooler and a missing ln2 bios and special version of afterburner. really i mean it. i feel sorry for msi. they should have saved their efforts for the fully active gk110 if they want to sell around $700 level.
I'm guessing you didn't really take a look at the exact specs of the MSI GTX 780 Lightning.
Let's recap:
GK110 chip
384-bit memory bandwidth
Tri-Frozr cooler
Dual BIOS, including an LN2 setting
Special "SE" version of Afterburner includes sensors specifically for the Lightning's custom components.