For anyone who's afraid that this is not the retail one, I can tell you that it is the retail one. DFW Fry's have it this week for $197 and it has the same SKU: 3628345.
Link to ad.
BTW, If I didn't buy an MSI 9800Pro from newegg a few days ago, I would have bought this. Now to overclock my MSI.
BTW, this thread is earlier than shady06.