They arent being discontinued....you are being lied to, as part of profiteering strategy by Nvidia.....watch the Moores Law video above.
Well from the video it seems that RRP is a bit of a myth no? Nvidia gave rebates to try persuade AIBs to put out and sell RRP models. The rebates were for a limited time only. RRP models barely make any profit it seems, and that ASUS TUF is a well built card, I'd imagine at RRP it was barely making anything. Their strategy of focusing on the OC predominantly would make perfect commercial sense. It would be mad to make Non OCs when there are people waiting to hoover up an OC card at £70+ more.
An official discontinuation may well never take place, but I can see non OC cards being treated as second class citizens without a shadow of a doubt.