Report: Nvidia cancels GPU MSRP program

Finding an in-demand graphics card at retail price—or at least the price originally announced by the manufacturer at launch—is hard. Sometimes it’s effectively impossible. And if you’re hunting for Nvidia cards, the MSRP might just be completely irrelevant soon, according to unverified reports from the GPU industry.

Germany-based YouTuber Roman “der8auer” Hartung, who’s been doing reliable reporting on graphics cards and their manufacturers for years, said as much in his latest video. Hartung is also the CEO of performance cooling supplier Thermal Grizzly, so he knows his stuff.

He reports on an Nvidia program that offers discounts to add-in board (AIB) partners like Asus and Gigabyte, specifically so they can sell at least some graphics cards at the prices Nvidia sets when it announces new products. At the best of times, those MSRP cards are a small sliver of what actually gets sold. But according to Hartung, the program (“OPP” or possibly “Open Price Program”) has been shut down. He cites two industry sources, but does not name them.

The mechanisms behind retail price, the way it’s inflated by companies, and how those companies agree to sell cards at MSRP are complicated. But the idea is that Nvidia offered discounts and/or after-sale rebates to companies to incentivize cards sold at those “low” prices. And again, this information is coming from behind the curtain—we don’t have a way to independently confirm that OPP exists, though it does match the general state of the GPU industry for the last decade or so.

But now? The state of the industry is chaos. Memory prices are getting insane—including the chips that Nvidia has to supply from companies like Micron, Samsung, and SK Hynix—and demand for both memory and GPUs to power “AI” data centers is out of control. There’s some waffling at the moment over whether Nvidia is canceling some consumer-grade graphics cards, especially those with lots of RAM at (relatively) low prices, like the 16GB RTX 5060 Ti and 5070 Ti.

Supplies are vanishing, though, and scalpers are making bank. Hartung expects Nvidia to shift production to the much more expensive RTX 5080, and even that card may rise much higher in price as the better-reviewed 5070 Ti and 5090 become impossible to find. Hartung estimates a 40 to 50 percent price increase for the RTX 5080, even before scalpers come into the equation.

We can’t confirm Hartung’s statements, but it only makes sense that Nvidia would prioritize its limited output of GPUs (and the momory that comes with them) to the most profitable sector: AI. That leaves regular consumers like you and me in a lurch if we want any recent gaming hardware… or just general hardware at all.