New GTX 770 in existing system won't boot

Question

So I thought I upgrade my PC with a brand new MSI GTX770. The system just won't start. Screen shows B2 in lower right hand corner and a solid cursor upper right. After a while the cursor starts blinking and B2 dissapears. Still a black screen. No possibility to enter bios, no bleeping, all fans are spinning.
When I put back in my good old MSI GTX580 all is fine again.
I am an advanced (MSI) user but never ever experienced this before. Highly frustrating and surely no plug and play experience. What to do? Underneath you'll find my systems components:
OS: Microsoft Windows7 64bit Home Premium Gold (SP1)
SSD (boot): Samsung SSD 840 EVO 250GB
Memory: Corsair Vengeance BLUE,1600-8GB KIT
PSU: Cooler Master Silent Pro M2 720WATT
Mobo: MSI Z77A-GD65, s1155, 4x DDR3, 4x SATA-300, 4x SATA-600
BIOS Version Mobo V10.1/21020208
VGA (new): MSI Geforce GTX 770 2Gb
VGA (old): MSI Geforce GTX 580 1,5Gb
CPU: Intel Core i5 3570K, 1155, 3,4GHz, Box
CPU Cooler: Scythe Mugen 2 Rev. B
HDD: Seagate Barracuda 2TB - 3.5inch
SSD: Crucial m4 , 128GB, 2.5", SATA 600, SSD
DVD: Sony Optiarc DVR DL 24X,SATA
Casing: Corsair Graphite 600T
PS: I did not manage to find a similar problem on this forum let alone a solution to it. I tried BIOS A vs BIOS B to no avail. Somewhere else I read I may have to flesh the new cards BIOS but how to do so if I cannot even get it to work?
Any help is welcome!

Answer 1

Today I received the following I was like really???!!!!
"Dear Sir/Madam,
Thanks for contacting MSI Technical Support Team!
Regarding your concern, there are many possibilities on why the system could
not boot up. Therefore, would you kindly please refer to the suggestions below to
troubleshoot the issue?
1) Unplug all the components and devices on the MB, and then reinstall the CPU,
RAM (one piece), VGA card and power supply only. Please add some thermal
gel on the CPU, and then reinstall the CPU fan correctly and tightly.
2) Clear CMOS (How to clear CMOS, you could refer to the manual), and then
enter bios to Load Optimized Defaults->Save & Exit.
3) Try to boot up the minimum system. If it still cannot boot up, please change
another more powerful power supply for a try;
4) If the problem still persists, please change another RAM with different brand to
try.
5) Please confirm the processor installed is compatible with the MB as well as
the BIOS.
6) If these attempts above does not work, we have to suggest you contact your reseller (The place you bought this MB from) and have them test the MB completely for you to check if this MB is faulty or not, then ask for some help.
If the reseller for some reason can not help, you could try to contact MSI distributor from below http://www.msi.com/service/wheretobuy/ near your place or MSI office from below http://www.msi.com/about/contact-us/
Best wishes,
MSI Technical Support Team!"
So adding a MSI card to my MSI Board mean I have to brake down all of my system, even remove my CPU (running fine) and buy some thermal gel. And while I am in the store buy a more powerful powersupply (mine already meets the specs) and/or ask my reseller to help me out checking if my motherboard (working fine) is faulty?
Well I just RMA'd my 770. So much for plug and play; even MSI parts are not compatible. A real bummer.