So, a few days ago, the ASUS 980 reference cards were available on Tiger Direct; I picked one up for $550.
 
I had originally thought to buy one from EVGA for the sake of customer service, the option to reapply thermal paste without voiding warranty, etc.
 
I was a bit disappointed that I had to "settle" for ASUS, but now seeing that EVGA hiked up prices (to $600, for no obvious reason), I'm very happy with my decision.  So, for that EVGA, thank you.
 
Has anyone been able to identify any differences between say, the EVGA and ASUS reference cards, that warrants the increased price?
 
I'm just a bit shocked because I heard so much about how great EVGA is as a company, but since this release, they seem to be striking out left and right.
 
Here is a list of grievances, some experienced by me, some by others:
 
1) Offering ACX 1.0 through third party vendors after heavily marketing the ACX 2.0 (I speculate that they were just trying to move excess ACX 1.0 stock since 700 series models are being discontinued)
2) Noise issues related to ACX 1.0 coolers/coil whine (I am aware that competitors also experienced coil whine, but seemed to be a strong prevalence in EVGA 970 models)
3) No custom power delivery/board components relative to competitors on 970 models
4) Metal strips on 970 blower designs are stickers NOT brushed aluminum (this is a personal grievance)
5) Increasing 980 reference prices beyond MSRP while competitors prices remain stable at MSRP, despite the models being identical (AFAIK)
 
So, with all of that being said, what makes EVGA so great?  I know the obvious answer is timely and helpful customer support, but that goes out the window when it appears the quality of the product you are receiving support for is low and the company is duping its customers into paying steeper prices than MSRP.
 
Just saying.  Thoughts?

 
The ACX cards are maybe not selling as well as anticipated, so perhaps EVGA made the reference cooler more expensive to push people to the ACX cooler instead... maybe.
 

rlb9682
I've had the urge to do this since I saw this post and can't hold back any longer

As long as you do it using the voice of Shaggy from Scoobie Doo, then go ahead.
 

All this 'sturm und drang' about a computer part that costs more than most people would consider paying for an entire computer.  We are a spoiled bunch!
 
I was lucky enough to snag a couple of the SC's with the reference cooler as soon as they went on sale.  I actually prefer the looks of the reference cooler over that of the ACX version.  I had no idea that the new cards were coming out, but happened to be looking at EVGA's site on the day they showed up.  I put two in my 'cart' and called my wife over and gave her my best 'kid wanting a new toy so bad, he'll die if he doesn't get it' look.  Usually doesn't work, but to my surprise, with only a few whimpers from me with my finger hovering over the 'Submit Order' button, she said, "Oh go ahead and do it so I don't have to hear you sighing all night."
 
Very happy with them and I was surprised at the pricing of them.  I assumed the prices would be higher at introduction.
 
I'm sure the price increase is pure supply and demand market forces.  If you were selling your house, and you had multiple buyers wanting it, you'd sell it to the highest bidder in an instant.  EVGA may be famous for their customer service, but that does come at a price.  They took a beating after the problems with the X79 MB fiasco and they're probably trying to recoup some of what that cost them.
 
If you don't like the price, don't buy.  If no one buys, the price will come back down, but as long as the supply seems to be as limited as it is...., don't hold your breath and be prepared for the other makers to raise their prices as well.  I'm surprised that the others haven't raised them already.
 
Now all I have to do is convince her that I need a new X99 MB, a new CPU and some new DDR4 memory, and I'll be all set!  (I'm retiring soon and I sure won't be updating as often then as I do now!  Still working and collecting Social Security as well as my full salary can spoil one pretty quickly!)

I had an EVGA 980 added to cart on Newegg a couple of days ago and didn't pull the trigger quickly enough. Now I see this price increase...quite discouraging and has me seriously considering a competitor after 3 generations of EVGA cards in my computers.

EyedolX
Looks like we have our answer -- **Apparently I can't post links so search for forums.evga.com/FindPost/2233131**
 
As of this morning Newegg has begun to remove reference versions of several manufacturers card so this report must be accurate.
 
I personally don't care for reference cooler, as long as we aren't seeing a blanket price increase of EVGA products, I'm happy :D

What does the report say??? You seem to be inferring there is something wrong with the reference cooler???
 
Saw it. "980 Reference is end of life!"  no freaking way, it can't be, it only just got released and people are trying to buy it! That would be an insane move from a business and marketing level, not to mention completely p'ing off the people who managed to get 980/980SC reference cards already (like me). Why not just release with the 'new turbo fan design' from day 1, rather than change it barely 2 weeks later.. unless there was something wrong with the existing ref fan, in which case I want a refund lol.
 
Nope nope, it's all bs as usual. Here we go:
 

EVGATech_ChrisB

MaelstromOC
EDIT: Ok, so I just called to try and clear this up. I was told that production has been stopped on the reference 980s.

"Please understand that no one in CS would be able to confirm if production was stopped on a item so I am not certain where this misinformation came from, but I do apologize for any confusion as this is simply not a true statement.
 

 

emangone

Nereus
 
The ACX cards are maybe not selling as well as anticipated, so perhaps EVGA made the reference cooler more expensive to push people to the ACX cooler instead... maybe.
 

I don't get why either because i have a 980 sc acx 2.0 and the thing runs amazingly cool.  I'm thinking people are putting the wrong card in the wrong case.  My case is a cooler master cm 690 II and it's cooling design is perfect for an acx 2.0 card.. cool air from my room is hitting the gpu directly.  I think people are using acx 2.0 cards on enclosed cases with little fans and therefor cooking it.  These cases need a leaf blower design whereas my case would be perfect with an acx 2.0 card

I have the same case!!, what are the idle/max load temps are you getting from the video card?

joder
Fry's just jacked their prices up too...  The 980 wasn't anywhere to be found yesterday.  Now it is at $629.99.

I noticed that...
 

I Wonder why a reference cooler version is being discouraged at the very least, if not outright discontinued. Does the cooler cost to much to make now, or was it defective? Maybe the reference cooler is undergoing some change by Nvidia or something? It just makes me wonder, I want a blower style cooler for a GTX 980 ti when it comes out, and if they are doing this to the 980, the 980 ti or (Titan Max (for Maxwell, send the marketing budget check to me, thanks) or whatever) whatever may not even have a blower cooler option... O.o

 
..or maybe some litigious prat (or AMD) sued NVidia over the design of the reference blower type cooler and now Nvidia can't make any more like that..  would not surprise me.
 

Airwolf24

emangone

Nereus
 
The ACX cards are maybe not selling as well as anticipated, so perhaps EVGA made the reference cooler more expensive to push people to the ACX cooler instead... maybe.
 

I don't get why either because i have a 980 sc acx 2.0 and the thing runs amazingly cool.  I'm thinking people are putting the wrong card in the wrong case.  My case is a cooler master cm 690 II and it's cooling design is perfect for an acx 2.0 card.. cool air from my room is hitting the gpu directly.  I think people are using acx 2.0 cards on enclosed cases with little fans and therefor cooking it.  These cases need a leaf blower design whereas my case would be perfect with an acx 2.0 card

I have the same case!!, what are the idle/max load temps are you getting from the video card?

Right now with my A/C reading 70 degrees while watching a youtube video my 980 is at 32c.  Max load running heaven or valley and even firestrike shoots up to 60 - 64c.  If i blast my ac the idle temps are 24c and max load doesn't go past 60c.
 
Stock clocks i haven't OCed yet

Nereus
 
The ACX cards are maybe not selling as well as anticipated, so perhaps EVGA made the reference cooler more expensive to push people to the ACX cooler instead... maybe.
 

Never liked the looks of the ACX design myself.

EVGA_JacobF
Official EVGA statement:
 

EVGA will continue to offer an EVGA GeForce GTX 980 graphics card that follows the “NVIDIA reference spec and cooler”. EVGA is transitioning from the “NVIDIA direct reference board” to the “EVGA factory build with NVIDIA’s reference cooler” and due to this, the production cost has increased and thus will increase the MSRP.  However, the MSRP will remain unchanged on all EVGA’s GTX 980 graphics cards that come with our exclusive ACX 2.0 cooler.

So let me get this straight...
 
EVGA will no longer offer reference NVIDIA GPU's that are 100% built, tested & assembled by NVIDIA factories? All reference cards from EVGA will now be built, tested & assembled at EVGA's factories?

EVGA_JacobF
Actually the PCB layout is identical as reference for ACX 2.0 and SC.
 
Only FTW and Classified are different.

So technically they are no longer NVidia cards with an EVGA label.. they are EVGA cards, period.  ..but still based on the NVidia design? Sorry, confused..