When the cards were first announced, the FE cards were the only ones you could preorder (I was anxious to get them on release date). Also, they were supposed to have the best chips, with nvidia carefully selecting them, and they came OC’d out of the box.
Additionally, I typically always buy the Nvidia branded cards from the Nvidia online store. I’ve had some serious gpu problems in the past, and Nvidia always helped me out with the RMAs. While RMAs are always a pain in the ass, Nvidia’s customer service made it a little less painful. I respect that and have remained a loyal customer for many years