The problem is the FE cards tend to push for higher prices. You can find 1080's for $619, but out of stock. NewEgg has 1080's for nearly $900 in stock. AMD doesn't have that problem, unless you think of the 8GB RX 480 as the FE edition?
I'd like to see a picture of a 1060 without the cooler. That should explain if the GP106 is really a new chip. Rumors today are all over the place.The 1060 also has the smaller GP106 chip, no flashing that to a 1080.