Whatever wholesale price nvidia sets, retailers are free to charge whatever the market will bear.
Until there is a good competitor, like the R9-285 cards, there is little incentive to charge less.
It a R9-285X shows up at a good price, retailers will be forced to adjust their prices too.
If the GTX8xx shows up at a good price performance point, you may well see retailers discounting GTX770 cards to clear out inventory.
What to do??
Be patient, and keep your eyes open for a good deal on a card you are looking for.
The market is not perfect, and sometimes retailers get over anxious and offer a good bargain.