As far as I'm concerned, the GTX 970 was successful not because of absolute performance, but because it was versatile. You had cards with the fanciest coolers reserved for the high-end cards, yet you had 6-inch dual slot cards for people like me. With the TDP of this card, I think it's reasonable to expect the same from the GTX 1060.
As far as I'm concerned, if AIBs for the RX 480 can't come up with a decent 6-inch card and AIBs for the GTX 1060 have something close to it, you can bet that I'll be buying that 1060. I'm no Nvidia fanboy, nor am I an AMD fanboy. It doesn't matter if the RX 480 sticks to its pricing; it's the fastest card that AMD will have for the next little while, so if it's not versatile enough, it cannot compete. Dunno where AMD engineers got the idea that doing the same as Nvidia and milking the reference design is going to get them anywhere, they aren't Nvidia. They haven't been making profits. They need their AIB partners' designs.
Every time we go through this, people are hopeful that MSRP actually means something. I'm sure the joke is getting old. Wake up. You don't have to live in a country with a worthless currency like Canada to realize that MSRP is meaningless.