Is this build OK for under 400?

It's fine, but in all honesty I'd get the i5-750 over the 660. Cheaper too. Unless you are going for the 5GHz overclock with it.
 
The OEM version is just the CPU in some anti-static with OcUK packaging. The retail version has all the packaging and all the instructions.

As your getting a different cooler save the £18!
 
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