Considering that the Expert offers a greatly improved experience over the Founders Edition, with a clean, high-quality, metal design and no distracting "gamer" fluff, I think it's reasonable to price this card at the lower end of the price spectrum. Especially in markets that don't have a Founders Edition, or where it's impossible to find one in stock, the card could also be a good alternative to the NVIDIA FE, at not that much higher cost. For those focused on cooling efficiency or the quietest operation, premium models like the MSI Vanguard, Suprim, ASUS TUF, and Astral are potential choices, but at a higher price tag. If the MSI Expert would end up at a similar price point as these, I would find it too expensive.