Did you read the update? AIB cards are coming out May 27 too. You can choose to pay the extra $100 for a reference card on May 27, or you can buy an AIB card on May 27. Nothing to complain about there.
The only problem is that if it's short supply at launch then Nvidia is still charging you for it. It basically becomes sort of like a finder's fee. It's charging more for scarcity directly which is caused by them. We didn't set the launch date, they did.
This is a very new thing since this is coming directly from the manufacturer instead of Newegg or what ever vendor you prefer. So it's quite possible that on launch day after the AIBs run out you'll be left with the FEs.
Basically on launch day you had better be ready with that refresh button if you just have to have it. Otherwise Nvidia will charge you $100 because you waited too long on launch day.