How does it mean nothing? The [H] article clearly states non-FE cards will be available on launch day. They may not be coming from EVGA, but other AIBs will have them.
"Yes, availability for 1080 for FE and partner cards is slated for May 27th." - that was the quote given to them by Nvidia.
Yeah, by NVidia. They're allowed to start selling them, but I bet NVidoa didn't give them enough lead time to produce it which is why the first one to market looks like its going to be that weird clown one that has a knockoff reference design without the cape chamber.
Everyone else is going to need a little more time to get it right.