Highly doubt Nv are going to backtrack and drop FE branding, if you compare 780 pricing scenario, they were sky high and never dropped price until Amd released a comparable performance part, even then they could command a higher price for a slower product.
As AMD have no answer, can't see a price adjustment happening at all.
my thoughts also, we all know they are going to sell even at £620 so why would the price drop