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Nvidia: OEMs to Blame for Re-branding GPUs

By - Source: Tom's Hardware US | B 39 comments

It's big OEMs that are causing this re-branding madness, says Nvidia.

Most recently, GeForce 300-level GPUs appeared on Nvidia's website. Although Nvidia made it clear that the 400-level cards would carry the latest GF100 Fermi technology, the new 300-level cards quietly appeared without any fanfare – likely because they were rebrands meant for OEMs.

What's with this rebranding business? Nvidia explained to Bit-tech that it is something that OEMs want in order to keep their spec sheets looking fresh and cutting edge. The company also said that rebranding is something it does at the request of large PC OEMs, but did not name specific brands.

Nvidia stressed that rebranded products are not likely to make it to the retail space, so that the enthusiast buying a GPU won't be faced with confusing rebrands. Those buying a complete PC, however, could be getting an older technology with a new name.

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Top Comments
  • 36 Hide
    judeh101 , March 4, 2010 10:40 PM
    who else should we blame? It's obvious that nvidia made the decision :p 
  • 32 Hide
    4745454b , March 4, 2010 10:52 PM
    Product Manager "Sir, the OEMs want new products so they can have something fresh to sell and keep their sales up."

    JHH "Do we have anything?"

    Product Manager "No sir, still trying to get Fermi to work."

    JHH "Well, you better rebadge something then. We don't want to look like we are doing nothing around here. Don't forget to blame them for our needing to do this."

    Product Manager "Yes sir, excellent idea."

    Sigh.
  • 32 Hide
    NapoleonDK , March 4, 2010 10:44 PM
    I don't care. about their stupid excuses. Rebranding is stupid. They can get away with it MAYBE once, but only with some hella overclock and aftermarket cooler.
Other Comments
    Display all 39 comments.
  • 19 Hide
    Mousemonkey , March 4, 2010 10:37 PM
    I've been saying as much for ages, thanks for the confirmation.
  • 30 Hide
    XD_dued , March 4, 2010 10:38 PM
    Quote:
    Nvidia stressed that rebranded products are not likely to make it to the retail space
    g92 much? :) 
  • 36 Hide
    judeh101 , March 4, 2010 10:40 PM
    who else should we blame? It's obvious that nvidia made the decision :p 
  • 32 Hide
    NapoleonDK , March 4, 2010 10:44 PM
    I don't care. about their stupid excuses. Rebranding is stupid. They can get away with it MAYBE once, but only with some hella overclock and aftermarket cooler.
  • 23 Hide
    turboflame , March 4, 2010 10:44 PM
    Quote:
    Nvidia explained to Bit-tech that it is something that OEMs want in order to keep their spec sheets looking fresh and cutting edge.


    So they chose to slap a new label on something old rather than actually making something fresh and cutting edge.
  • 12 Hide
    gm0n3y , March 4, 2010 10:50 PM
    Are they selling these overclocked, more memory, etc or are these just a straight renaming? Cause that's kinda bull. Not unprecedented for Nvidia, though I'm not sure if ATI has ever done it.
  • 32 Hide
    4745454b , March 4, 2010 10:52 PM
    Product Manager "Sir, the OEMs want new products so they can have something fresh to sell and keep their sales up."

    JHH "Do we have anything?"

    Product Manager "No sir, still trying to get Fermi to work."

    JHH "Well, you better rebadge something then. We don't want to look like we are doing nothing around here. Don't forget to blame them for our needing to do this."

    Product Manager "Yes sir, excellent idea."

    Sigh.
  • 12 Hide
    mrcmark , March 4, 2010 10:52 PM
    And they think they can get away with it. Why put the blame on others when you obviously made you decision on rebranding. kinda stupid.
  • 10 Hide
    conanstwin , March 4, 2010 11:18 PM
    The sole purpose of complete rebranding is to in some form decieve the customer. The practice is unethical and should be stopped unless there actually are "significant" differences, which there aren't any here. An acceptable practice for example is to take the original name and place "OC" on it because it is over-clocked.
  • 9 Hide
    hunter315 , March 4, 2010 11:20 PM
    I dont see ATI doing rebranding for OEMs why does nVidia feel that they have to? Oh yeah, so they can confuse people and make more money.
  • 0 Hide
    avericia , March 4, 2010 11:29 PM
    A perfect example is the GT240(8800gt) with 1gig of ddr2 memory that came with my cousins new h_p desktop he got a few months ago for photoshop.

    Although for under $800 with an i5 750, 8gigs ddr3 and a 1tb hard drive,win7 and a warranty its still a good deal.
  • 11 Hide
    mrcmark , March 4, 2010 11:51 PM
    I personally don't want nvidia to fall down. I want more competion in the gpu segment. Competition brings innovation and keeps prices in check which consumers profit. But this kind of tactics I dislike in a company (just like what intel did to amd). I personally feel cheated.
  • 5 Hide
    Cons29 , March 5, 2010 12:17 AM
    selling something old, giving it a new name and not spending much on r&d yet charging it as if it is something new. way to go,
  • 9 Hide
    mikeadelic , March 5, 2010 12:20 AM
    OEMs also told Nvidia to hurry their ass up with Fermi. So I gotta ask... what happened there? Hmmmmmmmm?

    What a phat fail.
  • -9 Hide
    Mousemonkey , March 5, 2010 12:21 AM
    Quote:
    8-Series > 9 Series > GTX 200 Series > GTX 300 Series.

    Is this correct?

    No, not if you think they all use the same GPU, and there is no GTX3xx series unless that is what the OEM version of the GF100's become as the retail versions will be GTX4xx.
  • 10 Hide
    siuol11 , March 5, 2010 12:25 AM
    Damnit, quoted the wrong guys. Sorry. ::hides in shame::

    this is the guy I meant to quote:
    So they rebranded something for OEM's and quietly launched it. So what? It's not like they had a massive campaign for it saying "look at this awesome new technology we have"
  • 1 Hide
    rhino13 , March 5, 2010 1:10 AM
    The 8-series was amazing.
    After that all the brainwaves have shifted to rebranding; and that's been... amazing.
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