I can see this coming from the recent GPU shortage/scalping/now price slashing fiasco from the past couple years.
EVGA to me, is seen as one of the corporate citizens in the GPU scene. Having policies in place that made sure actual gamers got their hands on GPUs. Making sure step up was used for its intent and not a way for botters for gaurantee cards with GT1030s.
The handling of the GPU shortage and now flood of used GPUs in the market from Nvidia (delaying 40 series to clear their 30s production f*ck up) does not seem to represent what EVGA (to me) wants to portray.
I can see them NOT renewing a contract for 40 series cards but not wasting their investment on AIB GPU, so I expect some AMD cards in the near future from EVGA