While Nvidia RTX 2070 Founders Edition certainly has its own appeal with a dual-axial 13-blade fan design and vapor chamber cooling, it sells for $100 more compared to some other RTX 2070 graphics cards on the market, including those from ASUS, EVGA, MSI, and Zotac.
In the US, Newegg.com has a total of three RTX 2070 graphics cards selling at $499.99 with free shipping, including the Asus Turbo with a blower fan, MSI's RTX 2070 ARMOR with dual fan solution and Zotac's RTX 2070 with a blower-style fan. Even the EVGA RTX 270 Black Gamin is selling for $499.99, but with a $4.99 shipping fee. Most other versions go from $549.99, all the way up to $649.99 for the Gigabyte AORUS RTX 2070.
In Europe, there are also plenty of RTX 2070 graphics cards listed at €519, including Gigabyte's reference RTX 2070 Windforce, the aforementioned Asus, MSI, Zotac, and others, as well as Inno3D and Palit cards. Bear in mind that the Nvidia RTX 2070 Founders Edition sells for €629 in most European markets.
The situation is similar in the UK, where you can find the MSI RTX 2070 Armor for as low as £459.98, which is £90 less expensive than the Nvidia RTX 2070 Founders Edition.
Most Nvidia RTX 2070 reviews are already out, and while the card brings RTX elements at a more reasonable price, those still have to be proven in real games, rather than just demos and trailers. The RTX 2070 does beat the GTX 1080, but it still does not reach those price/performance levels, which is pretty much the result of no competition.