Asus, EVGA, Gigabyte, MSI, PNY and Zotac have all released non-reference cards. More to come.
I was pretty sure PNY had only announced reference cards, but yeah, mostly everyone else already has some amount of non-reference announced.
EDIT: Though, just to be clear, I'm not at all advocating ordering one now. Definitely wait for sites to benchmark the non-reference cards from the different major distributors before you decide to pick one up or not. I'm personally waiting to see how EVGA's non-reference 980s review before I pick one up, just to be safe.
Looks to me like the PNY 970 has a different cooler. Reviews are out there but they are kind of thrown together.