This is the tip of the iceberg.
The four (Asus, Gigabyte, MSI, and AsRock) all have their fair share of RMA hell stories.
I can kind of understand them doing this, and why EVGA left. GPU margins are paper thin, like less than 3%, and every RMA they have to honor is a huge dent in profits.
I like it here in Europe. I don't deal directly with Asus or other brands. I bought it by this seller, I bring it back to the seller, he takes it, checks it - gives mi protocol, he handles the Asus side.
In the end I get to choose - money back, change of product - new one or the repaired old one. By the law 2-years warranty at everything. They have 30 days to repair it, if they don't - I'm automatically entitled to get my money back (few times I used this option), I don't care if it was returned to the shop the 31st day - I was here yesterday, keep it, I want my money back (if I find the product to be generally bad). It's upon the retailer to push Asus (or themselves) to return it to me quickly. They also have 2 max consecutive chances to repair the faulty product, by the third failure I'm automatically entitled to my money back - the law. Big retailers don't like customers comments about bad return/repair policies experiences.
I generally buy online, but the bigger retailers have physical places/offices where you can return it, so they check the goods I'm giving to them for the repair, so some claims - you did it - nope, your protocol, you checked it whilst taking it in - your problem.