Publishers and Devs be damned. Gaming is the biggest it's ever been and they still cry piracy like that's not why. They still think $60 is appropriate for 7 levels and there are still 1000 titles on Steam that are $25 half-finished vaporware... but that's fine cos they are alpha! Stuck it to GameStop and tried to stop them reselling but failed, so now lets go for the copies we already sold to Nv and claim them invalidat the customer end as if a resale is not a resale and protected by law.
This is quite mean spirited and anti-consumer. As someone who's owned pretty much every other NV GPU design since the 8800 series (I had a single slot GT, GTS and Ultra at different times) one must understand that the price premium that Geforce commands has never been about the hardware, which we've known for a long time is gimped severely by low RAM and thus needs regular upgrades. It's always been about the "as close to perfect as is currently offered" driver support, free games, great software offerings featurewise (like GameStream, 4K-1080p downsampling, special AA modes) and low power consumption. This fire-and-forget behavior with buying Nv cards unfortunately fell off a cliff with Maxwell, and as one of the many users that bought it for 4K, I was flabberghasted to hear about the 3.5GB RAM issue (especially knowing that all competing AMD 4K cards were 6 to 8GB and the old 560ti in my legacy room could run GTA5 30fps at max DX11 settings 1080p if not for GDDR limits... oh and the 1060 is pretty much the same card). I was flabberghasted more to have to wipe my Windows twice due to Geforce Experience updates borking the driver and refusing to completely uninstall. I was flabberghasted more to have to RMA that card within 5 months and buy a bunch of new DP cables because my original use miniDP after paying a premium on the RMA due to the prices rising against the weak £. But what really blew me away was the fact that today, the card is mid-range.
Maxwell failed on software support badly. GTX 1XXX is still very young. GF Experience is getting worse with every update and now Nvidia is using DRM to reduce the amount of free product bundles in the wild, despite those product bundles not actually being free copies EA or etc etc decided to give to Nvidia, but promotional tools bought and paid for in bulk to attempt to sway the consumer on the fence about whether to buy AMD and get that game he wants or spend the extra on Nvidia and get said game bundled? What, you think they picked AAA titles because CoD was having trouble with brand awareness? Puhleeze, they paid for it.
Maybe Nv don't understand that if the consumer can get a rebate, that's often when they start thinking about buying the bigger card with the extra money. Look at EVGA that even offer trade-ups. That's what builds loyalty.... understanding.