$589 is $10 more than the previous MSY deal but is a better card, with higher out of the factory clocks (1708 vs 1784Mhz boost) and a better cooler (including a fan off mode when idling which is great for noise). Also has RGB for even more frames.
Next cheapest GTX 1070 from the usual computer store suspects are Inno3D cards from JW and PCCG at $649.
Also a GTX1060 3gb Galax card for $289, sharing the honours as cheapest local stock with a single fan ITX Asus card at computer alliance, so this isn't bad value either.
shame about warranty issues