I really think they should start allocating the bulk of their stock to EVGA.com customers. Unlike people who pick up a video card from Microcenter (99% scalpers, I've been there and stood in line, I'm not exaggerating) or NewEgg, the people getting cards from the website usually come away really happy with the experience, extolling the virtues of EVGA, signing up for extended warranties, posting on forums and social media about how EVGA is great for getting them cards during the great chip shortage crisis, etc etc. You just don't get that kind of customer investment/retention otherwise. I've seen people on reddit who got cards from the queue or Step-Up literally fighting/arguing with people about EVGA cards' reliability, not being objective, just basically saying "customer service is great, EVGA 'til I die". Hell, I bought an extended warranty and there's no way I keep my card longer than 2-3 years. I don't even know why I did it. Talk about brand loyalty.
So it makes no sense to me that they're sending so many cards to these stores. Those customers probably won't even remember the company who made the card after a few months, most people just remember what model it is. I'm speaking from experience. I remember having a GTX 570 but for the life of me I couldn't tell you who made it. I can tell you I had a Zotac 670 or something once because it failed on me early and I swore off Zotac after that.
Maybe it's because of deals they have with the stores? Surely they can just send fewer cards there and allocate more for the website?
Anyway, I already got a 3080 Ti out of the queue (for me), and a 3070 Ti (for a friend), and I entered that 3070 Ti into Step-Up for a 3080 immediately (this was about 1-2 weeks ago). My friend didn't seem to understand the whole Step-Up program because he couldn't understand that a company would do this. And now he will always recognize EVGA when he sees their name/brand on something.
And at least for the Step-Up queue, I hope they just automatically transition us into the next equivalent product if these cards get discontinued or production becomes severely limited due to a new generation coming out.