Everyone should just be quiet and act like tech minded adults.
Pricing is up to the manufacturers and people will buy what they want to buy. It might piss of AMD zealots that Nvidia sell cards like hot cakes but dem's da breaks. No matter how much people whine about money, the things will keep on selling at those prices until the competition forces the prices the other way. Until AMD match Nvidia for perf/watt, the OEM's will continue to sucker up to Nvidia as it makes a better case for quieter product using stock, reference (FE) cards.
The FE card is in fact touted as being just that - something the OEM's can bank on not changing and thus integrate into PC builds.
The 1060 looks overpriced but the fact is it's an illusion of 'poor' value. Just last week the RX 480 was being hailed as a saviour due to it's pricing. Given the 1060 isn't massively far off and (if PR is to believed) appears to be faster and more energy efficient, then the 1060 isn't actually off base in that dept.
What? you want Nvidia to price their card the same as a product that performs worse (according to PR) and consumes way less power? Get real, this is big business. Nvidia is not your friend (nor is AMD) - they are owned by share holders who demand profit.
It doesn't matter how many of us vote with our wallets - we're a pleb minority of techies. The majority of consumers know shit. I'm certainly not buying a 1080 even though it's 10-15% faster than my card - at that fucking price - NO way!.
Irony is, I'll probably buy a 1080ti as it's probably going to be stupidly fast. Unless of course Vega pulls a swifty and comes in firing with all chambers.
Anyway - people - get a grip of yourselves. Big Business hates you. It wants your money - not your opinions. This card will sell. Period.
EDIT: oh yeah, and no amount of whining, bitching, name calling or fanboy memes (from either side) is going to change that.