Using a blower-style cooler 

Gigabyte said it will release a new Geforce GTX 1080 graphics card that will be use a Gigabyte-colored blower-style cooler but also features a decent factory overclock, the  GTX 1080 Turbo OC 8G.

But will not say how budget friendly

The whole press release thing is getting rather silly. ASUS is announcing a non-reference GTX 1080 Turbo card which it says will be cheaper than GTX 1080 Founders Edition but is refusing to say how much cheaper.