The Nvidia GeForce GTX Titan X is an impressive piece of technology. No doubt every self-respecting gamer wants one, but ouch, it doesn’t come cheap, and hasn’t it been missing in action for a while? Providing just a bit of relief, Newegg just passed along a discount code for the EVGA GTX Titan Superclocked 12GB, which we thought some of you might be interested in. Now through May 3rd, the Titan X can be yours for just $1,057.30 after 3% off (code AFNJ1315), plus $10 shipping. The Superclocked model sticks to the reference design (as required by Nvidia), but pumps the core clock up by about 150MHz, a serious boost to an already seriously-fast card. In a curious coincidence, the Titan X only showed up on Newegg and other retailers once Nvidia ran through its stock of the Titan X. Which begs the question – was the Titan X launch really a hard launch if you could only buy it direct from Nvidia for the first two weeks? Well, it probably counts, but there’s another thing you can “count” on – that retailers were ticked off. By selling all of its stock of the Titan X during the initial rush to buy, Nvidia not only deprived retailers of the chance to sell these hotcakes, but also absorbed a heck of a lot more profit.
And this all begs a second question. Does it matter to the consumer? Do we really need a choice of where we buy our gear, given that Nvidia was actually selling the Titan X for the retail price, and apparently had enough supply to keep the market happy for two weeks? As an aside, it of course wouldn’t look very good if Nvidia, the manufacturer that sets the MSRP, didn’t stick to the MSRP, but the same apparently doesn’t hold true for retailers, which haven’t sold a single GTX Titan X at the retail price, as far as we can tell. In fact, our bet is that every Titan X sold by a third party during the first two weeks, typically for $1,100 to $1,200, was actually purchased at retail from Nvidia and then re-sold.
All of these shenanigans, on the part of both Nvidia and retailers, just point to the inherent problems in the video card market today. AMD is struggling to make ends meet, hasn’t released a major contender in over a year, and simply can’t get its driver team to release a non-beta driver (the last one came in late 2014). To make matters worse, is isn’t even able to support its own Freesync technology in Crossfire setups, which are the only ones that could possibly compete with the Titan X. So Nvidia gets to release its monster to universal praise, even at a price of $1,000, only for the effective price to actually be much higher (either because Nvidia absorbed more profit, or because retailers marked up the price). If AMD were more competitive here, we’d have a true two-horse race like we did in the late 2010s, when every video card release moved the price-performance curve firmly in the right direction, rather than the wrong direction, as did the Titan X.