In 2012 I purchased a couple of 680s for 499.99 each. Those cards got replaced in 2016 by a single 1080 in my system. The pricing is in line with the competition or lack there of. As well as the new performance over previous generation. 
 
If pricing is really an issue. Why purchase cards every series.
 
I do understand your logic. But the minimal difference in price, is a significant difference is EVGA's customer support reputation.

RandyRick
I have no idea what it costs EVGA to manufacture, distribute, and support each card. So anything I said on the matter would be utter conjecture or fantasy. For all I know they could be losing money on each 1070 card they sell, just to stay in business and hopefully make a profit on the 1080. I doubt it, but its possible.

We can look at the price over MSRP for each of the 10 series cards and easily see how much EVGA is gouging prices for the 1070's. That $379 MSRP from Nvidia for a reference 1070 isn't some random number. They took the price they are selling the PCBs to the board partners, like EVGA, and added to it to give it a reasonable profit margin. A reference 1070 at $379 would still turn a profit for any AiB partner, they wouldn't have to add a penny to it's sales price to make money. That's why MSRP's exist, to give customers a baseline to know what they should be paying. It's not uncommon for a board partner to pad that profit margin a little, but the price over MSRP for each version of the 1070 and 1080 from EVGA makes it obvious they are padding the prices on the 1070 to the point where they are gouging their customers.

The 1070 and 1080 cards use the exact same coolers, an ACX 3.0 on a 1080 is no different than an ACX 3.0 on a 1070. Yet EVGA is charging more for those coolers when they are attached to 1070 boards than they are when they are attached to 1080 boards. Normally the X80 cooler would sometimes be better, with more heatpipes or larger heatsink. But for the 10 series they are the same between all the current cards being offered, at this time, of the same version.

1070 MSRP = $379
1080 MSRP = $599

1070 EVGA Reference = None at this time
10080 EVGA Reference = $609 ($10 premium)

1070 EVGA ACX 3.0 = $419 ($40 premium)
1080 EVGA ACX 3.0 = $619 ($20 premium)

Verdict = EVGA is charging an extra $20 for the exact same cooler on a 1070 than they are on a 1080

1070 EVGA SC ACX 3.0 = $439 ($60 premium)
1080 EVGA SC ACX 3.0 = $649 ($50 premium)

Verdict = EVGA is charging an extra $10 for the exact same cooler on a 1070 than they are on a 1080

1070 EVGA FTW ACX 3.0 = $469 ($90 Premium)
1080 EVGA FTW ACX 3.0 = $679 ($80 Premium)

Verdict = EVGA is charging an extra $10 for the exact same cooler on a 1070 than they are on a 1080

There is no explanation, other than EVGA taking advantage of it's customers, to explain these prices. 

Not sure how I feel about this but there could potentially be valid reasons for pricing them that way. Who's to say that the margins for the 10 series cards are the same across the board, right?

If EVGA was the only company doing this then it would be more clear cut but that isn't the case. Asus and one other company (don't recall atm) up'd their prices recently, why is that? Again, this can only be speculated.

At the end of the day you can always vote with your wallet.

First of all the pricing as shown on the EVGA website is MSRP as far as I understand it. EVGA on their own website (in my personal opinion) will not have lower pricing than stores like Newegg for example. If you find a lower price from a retailer or e-tailer then go for it.

Personally, I don't understand threads complaining about prices. If you don't like or agree with them, buy elsewhere. If time is money, the time you spent thinking about this, typing out your post and replying, likely covers the difference in price.
 
 

HeavyHemi
Personally, I don't understand threads complaining about prices. If you don't like or agree with them, buy elsewhere. If time is money, the time you spent thinking about this, typing out your post and replying, likely covers the difference in price.
 
 

No, MSRP comes from Nvidia, and was announced weeks ago before the official release. 1070 MSRP for non FE cards is $379, MSRP for Founders is $449.

People really need to stop telling me that I don't have a right to speak up on this. I don't want to have to buy elsewhere, and it's not like I have a choice to anyways since all the board partners have improperly inflated prices on their 1070 cards.

I didn't go into detail about being such a long time.e EVGA customer because I was willing to shop elsewhere. I want to draw attention to this issue and hopefully, even if it is a long shot, get EVGA to do the right thing. They aren't price gouging 1080 customers, so it's not unreasonable to expect or ask that they stop price gouging 1070 customers.

jmaster299
I want to draw attention to this issue and hopefully, even if it is a long shot, get EVGA to do the right thing. They aren't price gouging 1080 customers, so it's not unreasonable to expect or ask that they stop price gouging 1070 customers.

 
I see no issue. The 1070's not a RX480 and I don't sayin' that cynical. The 1070 is a card for 1440p, - maxed out. This comes with a price. EVGA's 1070's are atm. in the middle of the price-range, not above it.
 
 

jmaster299
I didn't go into detail about being such a long time.e EVGA customer...

Thank you for that.

jmaster299
I want to draw attention to this issue and hopefully, even if it is a long shot, get EVGA to do the right thing. They aren't price gouging 1080 customers, so it's not unreasonable to expect or ask that they stop price gouging 1070 customers.

Please allow me to give an example of price gouging:
 
You are driving a great distance from home when your vehicle suffers a two tire blowouts due to an unforeseen road hazard. Your lone spare tire isn't enough to get you to your destination. The local garage in the nearest small town can get you the tires you need, but for a much inflated price over what you could get the same tires from Tire Rack or any local tire shop chain in the city where you live. You could order the tires online and have them shipped to the small town hotel where you're staying but you'd also be paying for several days of lodging. THIS is price gouging.
 
No one is forcing us to make a purchase of a new GTX 1070 at any price. Life goes on just fine without having one.

There are so many ways that one can look at pricing. Many people basically compare the newer vs the older generation, and the price/performance that way. But guess what? Any high school kid can do that.
 
I, without a doubt, am sure that a GTX 1080 costs no more than $100 (if even that), the most expensive part being the die, but which is produced in bulk and under contracts with fab company's, makes it quite cheap. The second most expensive part are the memory chips.
 
So in essence, Nvidia is charging over 600-700% profit, which has definitely become a scheme which can be seen with each generation.
 
It should also be known that the fab processes like 45nm were more expensive (in actual fact) than the 22nm process production. The first transistor was made over 50 years back, not yesterday.
 
In conclusion, Nvidia has made a fool of themselves by charging a reference card a 'fleeced' price, and by changing the name to FE. And, hence, has made other companies like EVGA and others also look bad the same way, since they're 'alright' to go with this stupid scheme. In my opinion, EVGA or any other reputable company should have disregarded any FE card for production, at least from their end, and should have only looked at the other variants. The only problem is, it's just my opinion, and I actually do have a heart.
 

I am sure that you are probably close on the production of the PCB and die, with the cost relatively low. You forgot to mention the R&D that went into creating and testing each individual component, then creating the PCB, then maximizing performance, and then bios testing and software, and bloatware (GFE), then advertising, not to mention employee paychecks and shipping prior to sales.. But I mean, seriously, only consider one part so it makes your numbers look better for the argument.

Ali Man
There are so many ways that one can look at pricing. Many people basically compare the newer vs the older generation, and the price/performance that way. But guess what? Any high school kid can do that.
 
I, without a doubt, am sure that a GTX 1080 costs no more than $100 (if even that), the most expensive part being the die, but which is produced in bulk and under contracts with fab company's, makes it quite cheap. The second most expensive part are the memory chips.
 
So in essence, Nvidia is charging over 600-700% profit, which has definitely become a scheme which can be seen with each generation.
 
It should also be known that the fab processes like 45nm were more expensive (in actual fact) than the 22nm process production. The first transistor was made over 50 years back, not yesterday.
 
In conclusion, Nvidia has made a fool of themselves by charging a reference card a 'fleeced' price, and by changing the name to FE. And, hence, has made other companies like EVGA and others also look bad the same way, since they're 'alright' to go with this stupid scheme. In my opinion, EVGA or any other reputable company should have disregarded any FE card for production, at least from their end, and should have only looked at the other variants. The only problem is, it's just my opinion, and I actually do have a heart.
 

Scarlet-Tech
I am sure that you are probably close on the production of the PCB and die, with the cost relatively low. You forgot to mention the R&D that went into creating and testing each individual component, then creating the PCB, then maximizing performance, and then bios testing and software, and bloatware (GFE), then advertising, not to mention employee paychecks and shipping prior to sales.. But I mean, seriously, only consider one part so it makes your numbers look better for the argument.

Ali Man
There are so many ways that one can look at pricing. Many people basically compare the newer vs the older generation, and the price/performance that way. But guess what? Any high school kid can do that.
 
I, without a doubt, am sure that a GTX 1080 costs no more than $100 (if even that), the most expensive part being the die, but which is produced in bulk and under contracts with fab company's, makes it quite cheap. The second most expensive part are the memory chips.
 
So in essence, Nvidia is charging over 600-700% profit, which has definitely become a scheme which can be seen with each generation.
 
It should also be known that the fab processes like 45nm were more expensive (in actual fact) than the 22nm process production. The first transistor was made over 50 years back, not yesterday.
 
In conclusion, Nvidia has made a fool of themselves by charging a reference card a 'fleeced' price, and by changing the name to FE. And, hence, has made other companies like EVGA and others also look bad the same way, since they're 'alright' to go with this stupid scheme. In my opinion, EVGA or any other reputable company should have disregarded any FE card for production, at least from their end, and should have only looked at the other variants. The only problem is, it's just my opinion, and I actually do have a heart.
 

Scarlet has it.  I'm sure that hundreds of millions went into R&D for pascal.
 
If I recall correctly from class, in the manufacturing industry its very common to see an MSRP of 4-6x the raw manufacturing costs.
 
With a 56% margin on sales and only 12-18% net income in 2015, R&D and Marketing must be huge expenditures. 

Ali Man
There are so many ways that one can look at pricing. Many people basically compare the newer vs the older generation, and the price/performance that way. But guess what? Any high school kid can do that.
 
I, without a doubt, am sure that a GTX 1080 costs no more than $100 (if even that), the most expensive part being the die, but which is produced in bulk and under contracts with fab company's, makes it quite cheap. The second most expensive part are the memory chips.
 
So in essence, Nvidia is charging over 600-700% profit, which has definitely become a scheme which can be seen with each generation.
 
It should also be known that the fab processes like 45nm were more expensive (in actual fact) than the 22nm process production. The first transistor was made over 50 years back, not yesterday.
 
In conclusion, Nvidia has made a fool of themselves by charging a reference card a 'fleeced' price, and by changing the name to FE. And, hence, has made other companies like EVGA and others also look bad the same way, since they're 'alright' to go with this stupid scheme. In my opinion, EVGA or any other reputable company should have disregarded any FE card for production, at least from their end, and should have only looked at the other variants. The only problem is, it's just my opinion, and I actually do have a heart.
 

You're forgetting years of expensive R&D time too. While the BOM might be around $100 or so, you have to include other costs. Also initially, costs are higher on a new process mode until it matures a bit.  Some interesting discussion here...https://www.quora.com/Wha...anced-process-say-45nm

Still waiting for the $379 reference pricing....
 

jmaster299
 
We can look at the price over MSRP for each of the 10 series cards and easily see how much EVGA is gouging prices for the 1070's. That $379 MSRP from Nvidia for a reference 1070 isn't some random number. They took the price they are selling the PCBs to the board partners, like EVGA, and added to it to give it a reasonable profit margin. A reference 1070 at $379 would still turn a profit for any AiB partner, they wouldn't have to add a penny to it's sales price to make money. That's why MSRP's exist, to give customers a baseline to know what they should be paying. It's not uncommon for a board partner to pad that profit margin a little, but the price over MSRP for each version of the 1070 and 1080 from EVGA makes it obvious they are padding the prices on the 1070 to the point where they are gouging their customers.

The 1070 and 1080 cards use the exact same coolers, an ACX 3.0 on a 1080 is no different than an ACX 3.0 on a 1070. Yet EVGA is charging more for those coolers when they are attached to 1070 boards than they are when they are attached to 1080 boards. Normally the X80 cooler would sometimes be better, with more heatpipes or larger heatsink. But for the 10 series they are the same between all the current cards being offered, at this time, of the same version.

1070 MSRP = $379
1080 MSRP = $599

1070 EVGA Reference = None at this time
10080 EVGA Reference = $609 ($10 premium)

1070 EVGA ACX 3.0 = $419 ($40 premium)
1080 EVGA ACX 3.0 = $619 ($20 premium)

Verdict = EVGA is charging an extra $20 for the exact same cooler on a 1070 than they are on a 1080

1070 EVGA SC ACX 3.0 = $439 ($60 premium)
1080 EVGA SC ACX 3.0 = $649 ($50 premium)

Verdict = EVGA is charging an extra $10 for the exact same cooler on a 1070 than they are on a 1080

1070 EVGA FTW ACX 3.0 = $469 ($90 Premium)
1080 EVGA FTW ACX 3.0 = $679 ($80 Premium)

Verdict = EVGA is charging an extra $10 for the exact same cooler on a 1070 than they are on a 1080

There is no explanation, other than EVGA taking advantage of it's customers, to explain these prices. 

Man i am also an Evga customer (and i want to stay it) but i share the same feeling as you . I live in Europe ( France ) and i made a similar thread to yours to also voice my displeasure but it got ignored . If you think that 1070 prices in dollar are bad let's take a look at European prices compared to the US ones  .
 
1070 FE : 450 dollars / 500 euro  = 50 difference =  +11% difference on US price for Europe .
1070 ACX : 420 dollars / 490 euro = 70 difference =  +16,7% difference on US price for Europe .
1070 SC  : 440 dollars / 500 euro = 60 difference =  +13,6% difference on US price for Europe .       
1070 FTW : 470 dollars / 550 euro = 80 difference = +17% difference on US price for Europe .
 
Verdict :    Knowing that MSRP is subjectif we are going to base this analyse on FE price wich is a standard . So as we can see 1070 FE  price for Europe is +11% more than US price when at the same time 1070 price of custom cards for Europe is on average +4,5 % more compared to the price difference between 1070 FE for US and Europe . What can justify this extra 4,5% on average ( 6% for FTW  ) compared to the already 11% difference between 1070 price for Europe and US ?
 
There is -30 dollars difference between 1070 FE and 1070 ACX when at the same time only -10 euro difference between those two . 
There is -10 dollars difference between 1070 FE and 1070 SC when at the same time 0 euro difference between those two . 
There is +20 dollars difference between 1070 FE and 1070 FTW when at the same time +50 euro difference between those two .
 
Now maybe you think Europe is a different market and those are normal profit margin for Europe compared to the profit margin for US for the 1070 card? 
Lets make things clear and compare the 1080 margin for Europe and US then compare this difference in margin to the 1070 margin .
 
1080 FE : 700 dollars / 790 euro = 90 difference  = +12,8% difference on US price for Europe .
1080 ACX : 620 dollars / 680 euro = 60 difference  = +9,7% difference on US price for Europe .
1080 SC : 650 dollars / 730 euro = 80 difference  = +12,3% difference on US price for Europe .
1080 FTW : 680 dollars / 770 euro = 90 difference  = +13.2% difference on US price for Europe .
 
 
Verdict :    Knowing that MSRP is subjectif we are going to base this analyse on FE price wich is a standard . So as we can see  that 1080 FE  price for Europe is +12,8% moren than US price when at the same time 1080 price of custom cards for Europe is on average -1 % less compared to the price difference between 1080 FE for US and Europe . 
 
There is -80 dollars difference between 1080 FE and 1080 ACX when at the same time there is  -110 euro difference between those two . 
There is -50 dollars difference between 1080 FE and 1080 SC when at the same time there is -60 euro difference between those two . 
There is -20 dollars difference between 1080 FE and 1080 FTW when at the same time there is -20 euro difference between those two .
 
 
So guys it is pretty clear that Evga is doing even bigger margin for the 1070 custom cards in Europe compared to already correct  margin in US when at the same time Evga is doing less margin for the 1080 custom cards in Europe compared to the US margin . What this means is that 1070 custom card prices for Europe are far from being normal  . We all know that competition is also plaing with prices but it doesn't mean that Evga has to do the same . As an Evga European customer i found custom 1070 prices to be an insult towards our inteligence and towards  our/my  loyalty to Evga . I hoppe that those are not final prices and that things will change very soon ( with more availability ect ) .

Wingless Wonder

Raldi92

So guys it is pretty clear that Evga is doing even bigger margin for the 1070 custom cards in Europe compared to already correct  margin in US when at the same time Evga is doing less margin for the 1080 custom cards in the Europe compared to the US margin . What this means is that 1070 custom card prices for Europe are far from being normal  . We all know that competition is also plaing with prices but it doesn't mean that Evga has to do the same . As an Evga European customer i found custom 1070 prices to be an insult towards our inteligence and towards  our/my  loyalty to Evga . I hoppe that those are not final prices and that things will change very soon ( with more availability ect ) .

European pricing is higher than in the US but is all of that pure profit? There may be international tariffs involved since EVGA (and NVIDIA) are not European-based companies.

You don't understand . The point here is not that European prices are higher than the US this is very normal . The point is that Evga is making more margin with the custom 1070 price in Europe compared to custom 1070 price in US based on price difference between 1070FE in US and Europe . I have tryed to make it as clear as possible .


Long story short Evga is selling 1070FE 50 (symbolic) dollars more in Europe compared to US and those 50 dollars are not just a random value they are sure to make profit with this 50 dollars difference . So there is no need to see 1070 custom variant in Europe to sell more than 50 dollars difference compared to US 1070 custom price .

Add to this that 1070 custom price are already high in the US compared to what they should be as Jmaster has demonstrated it so yeah this is not normal situation .