Before you ask, this is not the joke, at least according to ASUS.
Let me keep this short, as information is very limited right now. What we know for sure is the model, GTX 970. Card is using blower-type cooling and short, probably modified PCB. It has non-reference display connectors (two DVIs, HDMI and DisplayPort).
The 4GB scandal might have caused some bad publicity for NVIDIA, but GTX970 cards are still very popular thanks to complete lack of competition from AMD (unless you have no problem comparing 250W vs 150W GPUs..).