The first non-reference GTX 1080 has been revealed courtesy of Galax, and the images (via VideoCardz.com) look a lot different than the Founder's Edition.
Galax GTX 1080 (Image Credit: VideoCardz)
The Galax is the first custom implementation of the GTX 1080 we've seen, and as such the first example of a $599 variant of the GTX 1080. The Founder's Edition cards carry a $100 premium (and offer that really nice industrial design) but ultimately it's about performance and the Galax card will presumably offer completely stock specifications.
(Image Credit: VideoCardz)
Expect to see a deluge of aftermarket cooling from EVGA, ASUS, MSI, and others soon enough – most of which will presumably be using a dual or triple-fan cooler, and not a simple blower like this.