Hmmm got my RMA confirmation through...
The FE retailer said it wasn't them, ended up being passed to nvidia and I have to send it all the way to Hong Kong for the RMA, then they send one back.... could be refurbished or could be new and it could take ages
Lucky these cards are sold at much lower rates than AIB because this is not great
Based on personal experience RMA'ing my Shield, and another thread on here about someone returning an FE card, it will probably take about 2-3 weeks to get your replacement.