When there is a reason to increase prices, all companies will choose to do it to maximise or maintain their own margins. So this is not unexpected, and surely others may have already done it quietly, or will follow eventually. I feel the big 3, namely, Asus, MSI and Gigabyte, are not shy to bump prices up sharply. You can observe this with the launch of the RX 6900/ 6800 series at the start where the likes of Powercolor, Sapphire and XFX cards are quite a bit cheaper.