Found this on nvidia website. Many people have opinions for founder's edition cards but in a market where graphics card prices are not dropping, beggars can't be choosers. $399 was good enough for me and haven't seen it lower than that brand new. ($425 with tax) Typically founder's edition are more expensive than other company versions.
I did some research and nvidia offers the "blower" cooling card which is great for small cases that don't have much ventilation. Aside from that people can argue speed, specs, whatever...
I keep seeing GTX 1070 deals posted for $449 from EVGA.