MSRP only reflects the reference design that NVIDIA stated. Though there may be a more expensive one that reflects the cards that NVIDIA actually sells, which is different from the reference design. AIBs sometimes sell video cards at MSRP, but these are typically the bottom tier version of that card. Not to say those cards are not worth your time, but don't expect to them to have stellar overclocking capabilities or run as cool as the other designs. Otherwise, AIBs will tack on whatever else they want.