after going though so many troubles at the 900 series launch we ended up here at the step-up programm.
EVGA claims it should protect our investment so let's have a closer look at it.
 
as many of you I was more the disappointed about how EVGA handled the complains about the cards ending up in two "new" models the SSC and FTW+.
just after that the prices at EVGA EU shop went straight %15 up leading to a really ridiculous situation.
well to make it short I was and I am still unsure about what to do, I started and canceled the step-up two times.
 
now my lastly started step-up for the FTW+ came to step 3, wow, so I decided to check how EVGA is going to protect my investment.
I purchased the FTW back in 11/2014 with a backplate for 312,5€ (no shipping and local taxes included).
if I purchase the FTW+ right now it costs me 328.86€ (no shipping and local taxes included).
 
ok folks, now let's have a look at the email EVGA sent me for step3 of the step-up process. it says I'm supposed to pay a Step-Up Cost of 47.20 (no shipping and local taxes included). adding this cost the what I've already paid makes a total of 312,5€ + 47,20€= 359,70€ (still no shipping and local taxes included).
 
so EVGA, if I do what you expect me to do according to the step-up I would pay 359,70€ for the FTW+.
but the same FTW+ costs me 328.86€ if I just buy it without the step-up programm.
 
EVGA, can you explain me how you think you're protecting our investments?
 
as a customer "under investment protection" I expect to pay at least a bit less for a step-up product than the normal price.
but you charge me even %10 more than the normal price and call it "investment protection".
something's going ridiculously wrong here and I can't get rid of the bad taste in my mouth
 

I'm sorry the step up program does not feel like it's protecting your investment. Stepping up is not always the best option in every situation, but does give you the option of getting a better card in some situations where you normally couldn't.
 
With any other manufacturer, if they come out with a better model within 90 days, your only options are to return the product to the retailer you purchased it from (usually with a restocking fee) if you are within their return period, sell the card on the secondary market for a loss, or keep the card and be out the whole cost. 
 
With the step up program, you pay the difference between your product and the new one, plus shipping. Most of the time, this cost is less than the restocking fee for your return and shipping on the new product, and in situations where returning your card for a refund is not an option, the savings can be quite a bit more. 
 
Stepping up may not always be the most economical option available though, so we encourage you to do the math and figure out what works best for your particular situation. Stepping up is an option you don't find with anyone else, and for a lot of people it works out as a much better deal and a lot less of a hassle than selling a product on the secondary market.
 
I hope this helps clarify the Step Up program's potential value.
 

just way too much confusion, irritation and misleading - this is not fun anymore.

If he is having so much trouble just trying to buy the card for a fair price, why would he buy the FTW+ after selling his card, and not go with a different brand, such as a G1? If EVGA is indeed being selective on step-ups, why stay with the brand at that point?

Your entire complaint is over your local currency conversion rates.