as hangthe9 said
https://linustechtips.com/main/topic/611993-warning-fake-gtx-960s/
http://forum.hwbot.org/showthread.php?t=158246
https://forums.geforce.com/default/topic/789871/off-topic/illegal-nvidia-branded-gpus-on-ebay-and-amazon-/2/
if you bought this card from a fly by night retailer or ebay ??? then if you bought it from a authorized retailer like newegg then contact them for a refund/ rma
I just don't see the OS changing how it reads the devices ID
why not post us a screen shot of GPUZ as well
then I wonder if there back to doing this as they claim here with the gtx 970 ??
''Furthermore, as we mentioned in our GTX 980 review, GTX 970 has been a pure virtual (no reference card) launch, which means all of NVIDIA’s partners are launching their custom cards right out of the gate. A lot of these have been recycled or otherwise only slightly modified GTX 700/600 series designs,''
maybe they just using up old gtx 750 ti's and making 960's out of them ??
maybe a windows 10 thing ?/
https://forums.geforce.com/default/topic/863543/wrong-gpu-detected/
http://answers.microsoft.com/en-us/windows/forum/windows_10-performance/why-windows-10-detecting-installing-the-wrong/447195c1-c8b4-4a66-9252-2cba18345d73
win-10 [ha, ha, ha, ha ] what a joke I gues that's what you gt with a OS that knows better then you do and auto applies that