Not sure where you saw the backplate, but it sounds interesting enough.
Notice that the prices of the cards do not fluctuate for the Nvidia promotions. Whether a game is included or not, the prices seemingly stay the same.
Newegg, Amazon, fry's and other places may do promotions for lower prices, but most of EVGA's promotions are prominently displayed on the page for the gpu itself.
I can't seem to find the card for sale anywhere, only reddit pictures of it currently.
*edit* found where the gpu comes from. So far, it looks to be a special a edition from nvidia currently. Yes, EVGA's name is on the box, but with the release so close, they would usually have these advertised a little bit at least. It looks like these may be available under a limited series.
Maybe EVGA will pop in with some information on them.