They can't sell the Nano at too low price because the card is extremely fast. Much faster than an ASUS GTX 970 Mini, and the performance is not far from a Fury X. Nano will beat the normal Fury, so I'm pretty sure it will be higher priced ... $600 or more. If we just judge the raw performance $619 should be a reasonable price, but the 175 watt TDP can increase this.
They should price it as much as they can, this is a halo product that has no equivalent in the competition, downclocked 980ti cant match it because their memory subsystem power comsumption is higher than the Nano s and that it wont scale down if the GPU frequency is reduced, AMD is untouchable in this segment thanks to HBM.