Here's another food for thought.
Why is NV releasing the reference 1070 on June 10th? Why not earlier to steal AMD's thunder fully. Put it out before Computex even.
Because they can't.
It's a paper launch, they don't even have many GP104 chips I bet because the first run is in April this year.
Dude, stop saying its a paper launch until June 10th comes and there are none available. Until then, it is just a launch. People and companies in EVERY line of business release data on their products AHEAD of the launch so that customers have a chance to digest the information, do some market research, and put aside the money it takes to purchase it on the release date.
The ONLY reason to not release information about your product is to prevent the competition from gaining information which they can use to then "spoil" your launch, by undercutting your prices or bringing something higher performing to market. But everyone already knows that Polaris isn't competing on the high end of the graphic market (AMD has said it themselves, Polaris is aimed to get 390X - Fury level performance in a card that is $250-300 price point). As such Nvidia already knows that AMD doesn't have a competing product that can spoil the Nvidia launch by giving away a lot more of the product technical information and advertising an actual launch date for the product ahead of time.
In the past few years (6-7) both AMD and Nvidia have been very tight lipped about their products ahead of release. But prior to that, both companies released technical specs of their products a few weeks before the actual release date, until the competition became very fierce with the companies tweaking designs at the last moment after the other company made the announcement (mostly dealing with amount of memory or slight bus speed boosts over the initial design so that they could beat the competition). But because Nvidia feels that AMD does not have a competing part for the 1080 or 1070, they feel no problem at all talking about it at this moment. You don't see AMD talking about their Polaris much because Nvidia DOES have a competing product, and releasing any information about it would only give Nvidia more time to respond with their competing card in that price/performance range.
Learn a little business/economic sense and you would understand what is going on here. Nvidia is taking advantage of their performance gap vs the competition to be able to advertise and get more eyes looking at their products. They get to have the news cycles focused on talking about the Nvidia 1080 and 1070 for an additional few weeks now because if they had released this information on the days of their product release, AMD is/was scheduled to have a similar reveal not much afterwards. Now Nvidia gets all the tech sites posting their products around and discussing them, and infering about performance, and this and that for the next few weeks. And when all the average joe who simply knows he wants a graphics card types in a search, they will see all this news of the new Nvidia cards coming out, and won't see anything official about an AMD card coming out, and Nvidia will have just possibly made a new sale because of that. On top of that, releasing this information was a calculated business strategy to possibly force AMD to release information about their cards. If AMD takes the bait and releases technical information about their competing product and actual release dates as well, Nvidia just gained several weeks to several months of time to come up with a better response to AMD's cards.