Ordered a 4070 FE so it'll be in my daily driver once it arrives. I wanted a 3080 at launch, and this performs near enough that, for less price both then and now (new). Many models are in stock at MSRP, and even one model below.
On the specific model, the 3070 I currently have is a Gaming X Trio model, and the cooler is great for that. At one UK seller, the 4070 Gaming X Trio is £670, compared to MSRP here of £590, so more of a jump. MSI also have the 4070 Ventus 3X at £590. Never understood all the differences between MSI's offerings.