So be mad at the stores. NVIDIA can't tell them how to run their store. It'd be just as bad if NVIDIA tries to force a condition, say install CAPTCHA, on store fronts that don't have it in order to sell their cards. I equate that to Apple forcing third party repair shops into a contract to buy spare parts at a "fair" price.
These stores still have to buy stuff from manufacturers to put on their shelves. They don't come in as an IOU if it gets sold.
Aside from that, enthusiasts aren't the only ones who want cards. Plenty of system builders lined up for them too and they'll get priority over enthusiasts looking to swap parts.