Probably either because they forgot to drop the price, or are just leaving it there knowing people will buy them out of stupidity or because they already have one and will buy a matching card for SLI.
Buying those super expensive 'top end' cards are hardly ever worth it, MSI Lightning, Asus Matrix etc. While they are the best, the benefits are minor, always just buy the lowest end of the best card you can afford. i.e. instead of buying an MSI Lightning 770, just buy a reference 780.