Being a replacement for the 970 is irellevant to its pricing.
no it isnt cards sit in pricing brackets just like cpus do.amd , nvidia , intel all price their products accordingly.
thats why for eg 480 came in around 200 because the 970/980 were that sort of price.
980 ti still about when the 1070 dropped in they were dropped down to 320-300 to clear while the 1070 was 350-400
with the extra additions like poor stocks on release dollar strong against pound and gouging across the boards.they at near to 450.400 bottom line.
in nvidias actual press release they even say the 1070 is the 970 replacement. you dont say something is the new replacement boom bang it up by 100-150.to say its not relevant cause it is.its broke the trend of pricing because of the listed things i put not because of the gpu speeds.
your simply paying extra for a card in the same range or placement in the market as a previous 970 but paying that extra because of gouging/low stock/dollar pricing.
379 dollars in states.dont even argue about its not over priced.