I'm not sure if this has been mentioned yet. Something I have noticed is that Nvidia has been extremely low key in media for this card. Typical mainstream Nvidia releases are fairly lavish events, with the journalists well pampered and fed.
For this release I haven't noticed nearly anything like that. There's a few scattered forum threads throughout the internet, some YouTube vidoes, but beyond that Nvidia hasn't taken any measures to market or promote this card.
In my opinion they may be doing this so they do not anger the customer's that purchase this, when a newer product needs to be released sooner than expected.
Nvidia may need to release a better product, at a lower price point in reponse to AMD. And when they do, they don't want their enthusiasts upset. By keeping the release low key, they can ensure that anyone who buys this is doing it completely on their own. They aren't being marketed to. You're buying this because you want it and it's not our fault when we release a new product in 3 months in response to AMD.
They have even thrown out the "It's not a gaming card" line as well.
Just my opinion. I expect this card to sell well, but I'm sure Nvidia doesn't have a whole lot of stock to go around.
I'm looking forward to the benches and the unboxing videos