Geforce Cards, how do they get these?

Solution
yes, all the board partners that nvidia sells the gpu to have the choice to manufacture their cards exactly as nvidia designed them(reference), or design new coolers and/or new pcbs for their models(custom).

http://www.amazon.com/s/ref=nb_sb_noss_2?url=search-alias%3Daps&field-keywords=gtx+970

just a quick search of "gtx 970" there on amazon. as you can see theres a ton of different custom models. the differences are not huge from a performance standpoint, at least nowhere near the different between a 960 and 970, or 970 and 980, or any tier change. but you do pay more for higher end ones.
yes, all the board partners that nvidia sells the gpu to have the choice to manufacture their cards exactly as nvidia designed them(reference), or design new coolers and/or new pcbs for their models(custom).

http://www.amazon.com/s/ref=nb_sb_noss_2?url=search-alias%3Daps&field-keywords=gtx+970

just a quick search of "gtx 970" there on amazon. as you can see theres a ton of different custom models. the differences are not huge from a performance standpoint, at least nowhere near the different between a 960 and 970, or 970 and 980, or any tier change. but you do pay more for higher end ones.
 
Solution