MSI or Nvidia online store? Both seem to be the same product, but maybe I'm wrong.
Here is a link to the website with the MSI gpu:
http://www.ncixus.com/products/?usaffiliateid=1000031504&sku=131928&vpn=GeForce%20GTX%201070%20Founders%20Edition&manufacture=MSI&promoid=1654
Here is a link to the website with the MSI gpu:
http://www.ncixus.com/products/?usaffiliateid=1000031504&sku=131928&vpn=GeForce%20GTX%201070%20Founders%20Edition&manufacture=MSI&promoid=1654