This GTX 1080 seems cheap, any known problems?

Going to be building a new rig.
I have been planning on putting a GTX 1080 into an ITX build given the reference design is only 10.5"

But this Gigabyte windforce is quite a bit cheaper!
http://www.newegg.com/Product/Product.aspx?Item=N82E16814125880
$629

Every other card comes in at $699 or more.
http://www.newegg.com/Product/ProductList.aspx?Submit=ENE&N=100007709%20601201888&IsNodeId=1&bop=And&Order=PRICE&PageSize=30

Is there a reason this one is $70 cheaper? It is a pretty substantial difference.
 



Even at 11" it is still shorter than my R9 390, but for sure.

But you'd think the larger cooler would come at a premium, not a $70 discount.
Is this card less than others for some reason i'm not aware of or not seeing?