I am making this thread as there is a lot of questions that can be answered by reading the step up page. To simplify this, I am copying and pasting them here so that hopefully your question is answered.
Everything can be found at
www.evga.com/stepup--------------------------------------------------------------
#1: STEP-UP INVENTORY - WHAT CAN I STEP-UP TO?
EVGA maintains a list of current graphics cards as well as motherboards available to Step-Up to.
Products listed are mostly stock (not factory overclocked, or water cooled) due to stock limitations. Purpose: generally speaking the cards that aren't in the step up program (special circumstances apply of course): SC, SSC, FTW, CLASSIFIED, CLASSIFIED K|NGP|N, HYDROCOPPER, HYBRID. All of these are Overclocked, custom PCB, or watercooled.
Special circumstsnces: the EVGA 970 refresh. There was some original design flaws that EVGA corrected and they added more cards than normal. This was and is very nice of them, but not required at all.
EVGA has stated that toward the end of the cards life cycle, other models like the SC and the FTW may be added to the program, so check on the list occasionally.
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#2: (Reiterating again on the step page) Graphics Cards
EVGA will only release reference versions of its products, NVIDIA reference spec and clock, to the Step-Up program. Purpose: you don't have to ask why the SC or the FTW isn't on the list. (Read #1's special circumstances for more detail)
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#3: How is the upgrade for step up determined?
For Gpu's, the user must be upgrading. Either you upgrade the Core, the amount of VRAM, or it is a full refresh. Examples:
Graphics Cards Examples:
GTX 780 Ti → GTX 980: YES (Upgraded GPU)
GTX 960 2GB → GTX 960 4GB SuperSC ACX2.0+ 1GB: YES (Upgraded Memory)
GTX 970 FTW → GTX 970 FTW+ : YES (Upgraded Model)
GTX 1080 FE → GTX 1080 ACX 3.0 :
Yes, but there is a catch: While it is possible to Step Up from a 1080 FE to an 1080 ACX 3.0 on the list, we would recommend against it since it would not be cost effective. You having paid more for the 1080 FE card just switch over to a less expensive 1080 ACX 3.0 card. Take into account that if the Step Up card is less expensive, there would be
no refund for the difference in what you paid for your 1080 FE card.
Beside the price difference the only other difference between the 1080 FE and the 1080 ACX 3.o would be the fan and the heatsink setup. They both are "reference" PCB's and use the same hardware. Again, you can Step-Up to a 1080 ACX 3.0 from your 1080 FE version, but we would not recommend doing it. Once you use the step-up on a card, the card received from the program can
not be used for a step-up.
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#4: The EVGA Step-Up cannot be combined with any other promotions or coupons.
Purpose: You will not get a game code with your stepup.
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#5: Products must be purchased from an authorized reseller, retailer, e-tailer or distributor of EVGA products.
Products purchased through unauthorized channels, such as second hand or through eBay, do not qualify for the Step-Up program. Products received free through promotion or contest do not qualify for the Step-Up program.
Purpose: obtaining someone else's original receipt does not make you the original owner, and your card can not be used for step up as it is still second hand.