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Nvidia Selling its Own Retail Add-in Cards

By - Source: Tom's Hardware US | B 65 comments

Nvidia is going the more direct route.

Suppose you wanted to buy a new Nvidia GeForce GTX 460. You've decided on the technology, and then you get to pick from a vast array of vendors to find the design (and price point) that's best for you. That's been the model for buying an Nvidia GPU, at least up until now.

Nvidia-branded graphics cards are now trickling into Best Buy, going up head to head against the similar offerings from its partners.

Both Legit Reviews and HardOCP have scooped up the $299.99 GeForce GTX 460 from Best Buy's shelves and found them to be of the reference design. The packaging also makes it abundantly clear that it's designed and built by Nvidia, despite being a product from the Foxconn factories.

Curiously, these products showed up in stores before Nvidia made any sort of announcement. In fact, from the statement that the company's PR gave, it sounded like Nvidia was slightly caught off guard with the appearance in Best Buy.

NVIDIA and Best Buy are working together to offer PC customers the opportunity to experience firsthand the latest in PC technologies right inside Best Buy stores. As part of this broad initiative, NVIDIA is supplying to Best Buy specific GeForce models built and supported by NVIDIA. These products will only be available at Best Buy and will complement GeForce products from our partners. We will provide more details on this next week.

If you've been looking for the most pure, bone stock version of the GTX 460, this is it. Buying from Nvidia will get you a direct support line as well as a three year warranty.

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Top Comments
  • 29 Hide
    CR0W M@GN3T , October 6, 2010 10:05 AM
    yes I would like to pay more for less.
  • 24 Hide
    halcyonnn , October 6, 2010 11:35 AM
    For everyone speculating at who makes the board, please actually read the article.

    "The packaging also makes it abundantly clear that it's designed and built by Nvidia, despite being a product from the Foxconn factories."
  • 22 Hide
    Cryio , October 6, 2010 10:15 AM
    GTS 460? That's a "X" there, not an S
Other Comments
  • 29 Hide
    CR0W M@GN3T , October 6, 2010 10:05 AM
    yes I would like to pay more for less.
  • 20 Hide
    Anonymous , October 6, 2010 10:10 AM
    $299.99 for reference GeForce GTS 460? for real?
  • 22 Hide
    Cryio , October 6, 2010 10:15 AM
    GTS 460? That's a "X" there, not an S
  • 8 Hide
    nottheking , October 6, 2010 10:28 AM
    Am I surprised by this? Actually, I'm far more surprised by nVidia somehow gaining the capability to manufacture its own boards, than I am by the price. (I mean, 66% more than on NewEgg? This is Best Buy, after all)

    My guess is that nVidia has these boards actually produced by someone else, (likely eVGA or PNY, both of which, IIRC, have produced their "reference boards" in the past) and simply re-badged it as their own work. After all, re-branding is a skill that nVidia's had years to hone!
  • -8 Hide
    dEAne , October 6, 2010 10:43 AM
    This is great.
  • 0 Hide
    Anonymous , October 6, 2010 10:55 AM
    Means they get extra $ for the Chip, makes sense seeming they are not doing so well lately!
  • 10 Hide
    cronik93 , October 6, 2010 10:58 AM
    Wow that's overpriced for a GTX460 compared to Newegg prices.
  • 3 Hide
    rottingsheep , October 6, 2010 11:16 AM
    nvidia's desperation
  • 5 Hide
    CTPAHHIK , October 6, 2010 11:18 AM
    cryioGTS 460? That's a "X" there, not an S

    GTS 460 is a typo in article, should be GTX460
  • 4 Hide
    renami9 , October 6, 2010 11:26 AM
    yeah, "great" price.
  • -2 Hide
    randomizer , October 6, 2010 11:27 AM
    I would not be surprised if these were manufactured by Palit. They've got the capacity to do this. There's not that many manufacturers they could be getting from anyway. Half of the brands on the market are just stickers on someone else's product.

    EDIT: I'll be sure to read the article next time.
  • 24 Hide
    halcyonnn , October 6, 2010 11:35 AM
    For everyone speculating at who makes the board, please actually read the article.

    "The packaging also makes it abundantly clear that it's designed and built by Nvidia, despite being a product from the Foxconn factories."
  • -9 Hide
    aracheb , October 6, 2010 11:38 AM
    and yet company never surprise me.. They never learn anything.. Now Nvidia is going to follow the same path as 3dfx. They company they took out of the business so elegantly
  • 0 Hide
    RazberyBandit , October 6, 2010 11:41 AM
    @ randomizer. That or perhaps BFG dropped out of the video card business to solely manufacture the nVIDIA brand, or sold their facility to nVIDIA. The two events do seem to coincide nicely.

    Funny how it seems they're doing what ATI did, just in reverse. I wonder if eventually they'll go fully into reverse and end up where ATI began - being the sole manufacturer of their products.
  • 1 Hide
    Tamz_msc , October 6, 2010 11:49 AM
    Even for retail prices, 300 $ for GTX 460 is quite high.BUT that is the best packaging I've seen for a regular graphics card.
  • 3 Hide
    Shivetya , October 6, 2010 11:57 AM
    Now this, just after Nvidia only managed to bring its product to market six months later than ATI...and longer for the mainstream.

    3dfx anyone? Although maybe with that price for a stock card, other card manufacturers aren't going to care anyway.
  • 2 Hide
    Travis Beane , October 6, 2010 12:28 PM
    Am I the only one who doesn't care to decide between XFX, Palit, ASUS etc.?
    Give me a gold ole' Radeon 5870 with a fat ATi sticker on it. Not XFX, and not AMD either.
    :D 
  • -6 Hide
    rhino13 , October 6, 2010 12:29 PM
    I agree with the above comments.
    I though the 460 was supposed to compete with the 5770, so it should be roughly half what it's selling for here.
  • 4 Hide
    elbert , October 6, 2010 12:45 PM
    Foxconn makes these so I'll pass. I think the video card's maker should be the point of quality. Using the GPU maker's name is a bit underhanded.
  • 4 Hide
    tayb , October 6, 2010 12:53 PM
    Wow. This is pretty shocking. Usually you don't want to compete with your customers. This is also why Microsoft doesn't sell computers...
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