Getting a custom-cooled GTX 1080 (for around its MSRP) basically involves monitoring Newegg for a good business week or two, several times per day, pouncing on whatever isn't marked-up. Whether it's low supply or high demand, add-in board vendors haven't stopped announcing new models.
Image Credit: EXPReview
The MSI GTX 1080 8G DUKE is a three-fan (“TriFrozr”) design with an 8-pin and a 6-pin PCIe power connector, which provides 75W more headroom than the Founders Edition. EXPReview claims that it slides between the AERO and the GAMING lines. Although they don't claim how it matches up to ARMOR, which is also between AERO and GAMING, it looks like it's slightly above it, with its RGB LEDs. The GTX 1080 GPU is factory overclocked to 1708 MHz and boosts to 1847 MHz, and the GTX 1070 is overclocked to 1607 MHz with a 1797 MHz boost.
Launch regions are not listed for the cards, but the launch price is supposedly 5399 Chinese Yuan (which converts to $810 USD) and 3499 Chinese Yuan ($524.70 USD) for the GTX 1070. This is quite a bit higher than we would expect, but I'm not sure how regional pricing on electronics works between the USA and China.