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They probably did, the only cards they produce under the Nvidia brand are the Founders Edition cards and those are sold for MSRP. Everything else is made by their partners and those cards increased in price.

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Yes, soon after posting I realised I was referring to Asus/MSI/Palit etc. rather than Nvidia. It means either two levels of auction or the Nvidia chip sale is a % of the end unit sale.

> Palit

I've never heard of this brand, are they big in regions outside North America? Or do they function as an ODM for other brands?

It's a Taiwanese company around since the 90s. They may be more Europe focused with a German office. I've never heard a US reviewer mention them but in the UK, they offer cards cheaper than the other brands. Beyond that, I don't know much about them. I've bought a couple of their cards and never had an issue so they get a thumbs up from me for N=2.

I know them from their KalmX line, which is passively cooled.

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