Aftermarket designs are usually cheaper iirc
MSRP on the 1070 is $380 for board partners, $450 for reference cards, and yet the cheapest card is the EVGA for $430. Obviously as a consumer I can choose not to buy, but the effort to price gauge is despicable and indicative of our pathetic market economy. Supply&demand blah, blah- these people are crooks operating what's practically a monopoly. AMD and nVidia should be investigated by the FTC and fined accordingly for these fabricated supply shortages, but hey, that's crony capitalism for ya. Their friends in congress and the senate act sluggishly and appoint inside officials to head offices which oversee and approve of these greedy tactics. It's not until years after massive profits have been made before they slap these guys on the wrist in an attempt to pretend to do their job, ala the whole GTX 970 3.5GB RAM advertised as 4GB fraud that's only now close to being settled- nearly two years after the lawsuit was filed.
Excuse the War Room rant. I just want to be able to buy a card to max my 1440p monitor and not pay a fake supply shortage premium.