Interesting to see the launch is pretty much what I was expecting. If some of the International prices hold true.
~$600 models would be dinky coolers that will probably be equal to or worse to the founder's cooler (this doesn't mean the founder's cooler is worth $100).
Some custom cards with their own coolers in the $630-660 range.
EDIT: I read the threads wrong, those cards price's arent revealed yet, unless those prices are wrong. I'd have pegged those closers to $700.
On Topic:
I said it in another thread, that it seems reasonable that NV would want to charge a little more (okay, a lot more) for their cooler. Any AIB that made that cooler would also charge for it (most likely not $100 over MSRP).
When I took my 980 Ti cooler apart I was amazed at how nice it was. And it was a reference blower (often relegated to the trash bin). I told the GF it was a shame it would sit in a box.
Clearly NV doesn't want that either, and if it will sit in a box, they want extra money for that privilege.
Not talking about performance, aesthetics and build, the Titan cooler is definitely one of my favorites, I wouldn't pay $100 for it unless I had to, but definitely worth a little over MSRP for it ($20, $30 tops).