Several manufacturers use upgraded components specifically intended to offer a longer lifespan. EVGA generally uses reference, stock components on all their cards except the highest-end Classified models. Asus, Gigabyte, and MSI generally use all custom, upgraded high-quality components for almost all their cards, often all the way down to their low-end models.
There have been studies that have shown that Gigabyte's "Ultra-Durable" components are actually more than just a marketing gimmick and really do extend the life of the card. That logic would also apply to the high-grade components of other manufacturers as well.