Wait, didn't you guys tell us that nVidia dictates the price their partners have to sell their cards at? A bit unfair to say it's Asus robbing us in that case.,(reply>), @James Russell mostly it's on launch and having the cards at the MSRP they're advertising you'll see they slowly phase those out. Remember Nvidia also sells the reference cards at the same MSRP and they don't go through anybody to get their GPU's. <br><br>They have specified prices on stuff like the Titan's and other very top end cards I think one of the recent ones had a cap of $1999 wh8chbwas also the MSRP.,(reply>), @Elliot Kaufman No seriously, I'm pretty sure, one of the videos about EVGA said that nVidia told their partners a specific price range that they HAD to sell their cards at.,(reply>), No and video sets the recommended price and sets how much they sell it to those companies for then they require they be at that price on launch or at least one model is at that price of course at that price none of the people make money except Nvidia