Nvidia’s "MSRP lie": Why GPU prices aren’t rising solely because of the RAM crisis

System memory has been getting increasingly expensive – a trend that is no longer surprising. However, the impact of the so-called RAR crisis extends beyond memory modules, affecting other components such as graphics cards. At first glance, this appears logical, as GPUs also rely on RAM – or, more precisely, VRAM. According to German hardware YouTuber der8auer, there is more behind the recent surge in GPU prices. In his latest video, titled “Die Nvidia UVP-Lüge” (“The Nvidia MSRP Lie”), he argues that Nvidia’s recommended retail prices are no longer a reliable benchmark. While official entry-level prices continue to be promoted, they are rarely reflected in actual retail listings.

According to der8auer – known on YouTube for his hardware analysis and overclocking videos and followed by more than half a million subscribers – a major issue with Nvidia’s MSRP lies in its internal pricing model with board partners. GPUs and VRAM are often sold as a bundle, meaning that rising RAM costs directly affect what manufacturers pay. This setup, he explains, allows Nvidia to maintain its profit margins while shifting cost increases downstream without officially adjusting the MSRP. These additional costs are then absorbed by board partners and frequently passed on to consumers through retailers.

For a long time, Nvidia’s so-called OPP (Observed Pricing Program) helped keep graphics card prices close to the official MSRP. Under this program, manufacturers received financial compensation if they sold cards at the recommended price. Without this support, many models would not have been economically viable, explains der8auer. With the program now discontinued, however, meeting the MSRP has become even more unrealistic. While the suggested price still exists on paper, selling at that level is rarely worthwhile for retailers. As a result, der8auer warns that manufacturers may increasingly focus on higher-priced models, as lower-end cards are no longer profitable without subsidies. This shift could reduce supply in the budget segment and push overall prices even higher.