I find all the different names confusing on what you are getting.
As far as I can tell the only difference is the overclocking and the strix having 3 fans on it.
If that is the only difference then it seems pretty good.
basically it's the same as the strix but with a blower style cooler to cheap out over the reference FE cooler.. so yes this may be a card closer to the non-FE MSRP.
According to Newegg specs its not a reference board as it has super alloy 2 (so upgraded power phases and components). It looks to only have 1 8 pin power connector though so not exactly the same as a Strix. Also the strix has 2 fan headers and this doesn't mention that.