I just tried getting a 20% refund on my 970 that I purchased late November through Newegg. I honestly didn't want to do this at first, because it isn't Neweggs fault, and their customer service has always been fantastic in my experience. But like wbrian200 said, it's more about the principle, and I do hope that they will be getting some sort of monetary compensation from Nvidia for this.
I didn't end up getting it, the rep said her supervisor told her she couldn't offer a 20% refund to me at this time. I'm guessing it's because I purchased it over 4 months ago, or it was because when I got it it was already on a nice little discount.
I did get a 10% store credit, though, which is $35.50. I honestly went in thinking I'd get nothing because I purchased it so long ago and it was already on a discount, and was fine with that. Was surprised when I did get the 10%.