Funny to see the price argument (discussion) has now spread to the 1070. Keep expectations low, so you either won't be disapointed or you'll be pleasantly suprised. Expect much higher than what the 970 is currently at, especially considering the 970 has had competition for a while and we currently don't know whether the 1070 will have any products competing with it from AMD.
He kinda did, he mentioned a bit about exchange rates (which triggered myself to then ramble on about the economy going off-topic). Methinks it's a clue that the UK will get shafted for pricing. Alas, not a

though.
The retailers like OCUK don't get too much say over the pricing. If Nvidia supplies them with FE 1080s £600 a piece, then selling them at any less than £600 would be a loss to the retailer and it would do more damage actually stocking and selling them at that price. The retailers must make at least some profit to pay the wages of the folks who work there and pay for the site/warehouse. And it allows them to occasionally do crazy deals where they might sell items at a loss. But don't expect it anytime soon for a 1080, profit margins are 'usually' better on cheaper products like the 970. Other businesses need to make a profit, not just Nvidia lol.