I got a screen shot of newegg
image clipped
yeah, so they basically added 50-60 bucks to the supposed reference price.
it would be interesting to see what is better economically: reference 480, aftermarket 480 or 470.
470 starts with a lower core speed, but, apparently, should be easily overclocked as others pointed out.
$150 for 20-21mh/110W is better than $280 for 28 mh/150-170w.
we shall see
the most annoying part is that they don't have stock, so you cannot just get one of each to try, then get more.