That's because NVIDIA is not a retailer, they produce but they really are not fit to sell products, that's why when they were selling products they had the task outsourced to a crummy merchant known as Digital River. The same merchant AMD currently still uses for their online store.
The best thing NVIDIA did at the time was close down there store and move their FE card distribution to BestBuy to sale. Problem is, it's the online retail stores themselves that are vulnerable. NewEgg, Amazon, BestBuy.com, Digital River (AMD, MSI, Zotac stores) are all vulnerable with anti-bot protection that are antiquated now, their current bot protection only blocks the small bots that were probably made by legit real users who just wanted to snag a GPU first. There's basic open sourced bots that can be coded in python that can automate refresh/clicks and task sequences that anyone can code on their own, which are easily detected by online store anti-bot protection. Then there are the more advanced bots used by these Sneaker/Shoe bot users do what normal bots do at an insanely faster pace and are undetectable as they have coded in them their retails store API that they hacked, and they are able to bypass the anti-bot protection of online retails, by-pass any ordering restrictions or filters and gain access to an e-retailer's store registrar, input the amount of available quantity (in this case GPUs when they drop) and they can submit the payment process. Thus when there are known GPU drops, those online shops sell out in under a minute, and as consumers walk away empty handed, Shoe bots leave with 15, 20, 30+ GPUs and in worse case clearing all the stock that was remaining. Then they flip their purchases back to consumers at double or triple the price. These advanced bots used by Shoe bots is also private, 3rd party produced, and it of course is not open sourced. You have to pay Shoe bot users money to get invited to access the software for limited use or a paid subscription.
As of late, nothing is being done to address this. For last couple months of this year, the tech sites aren't even talking about what's truly causing GPUs to sell out instantly, which are these shoe bots. I seen to much pointing blame at cryptocurrency miners and not the actual problem which are the shoe bots.
Retailers and NVIDIA/AMD if they truly wanted to put a stop to this they would improve their online stores, perhaps adopt EVGA's verification queue system for buying cards, or distribute these graphic cards to approved brick and mortar retail stores and require limit 1 per customer.