In the old days, i think the main benefit of the strategy was that you could take up more retail shelf space by having more variants of cards from supposedly different gpu manufacturers. Back then, lifetime warrantes were not just e v g b f g and e ba both offered lifetime warranties on g force. So invidia could use their board partners as this, like, shield to keep this low margin, high risk business away from their books. It also allowed someone like an invidia or an a t i to artificially make it seem as though there was a ton of choice in the market.

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