NVIDIA has canceled its extremely unpopular GeForce Partner Program after a mere two months. The program comprised a series of guidelines and regulations on various computer and laptop manufacturers that was intended to, in NVIDIA’s words, ensure that “gamers who want NVIDIA tech get NVIDIA tech,” by having manufacturers include NVIDIA graphics cards exclusively. This was met with harsh criticism from many sources and has been a PR nightmare for the already-maligned NVIDIA, who is largely seen as monopolizing GPU manufacturing.
Why is this Happening?
According to research done by Kyle Bennet of HardOCP, the GPP was much more insidious and bullying than it would appear on its face. The GPP heavily discouraged manufacturers from opting out, going so far as to hold back inventory from manufacturers who refused to participate in the terms of the program. This type of behavior has been called “anti-competition” and further emphasizes the growing tension of the ever-more monopolized world of GPU manufacturing.
NVIDIA’s Response
NVIDIA, of course, denied accusations of anti-competition behavior, claiming that reports of the GPP were grossly exaggerated, and that rather than fight a losing PR battle, they would sooner just cancel the program. This response is somewhat typical of the attitude that many describe as “condescending and anti-consumer” that NVIDIA is known to hold. Further, many have expressed concerns that shutting down the program, even as early as they have, changes little. According to Bennet’s report, the program was simply an evolution of practices NVIDIA was already engaging in.
The Future
NVIDIA’s GPP is likely still to have an effect on gaming PC’s and laptops that are still to be released, as any projects that were started or nearing completion during its short lifespan will already be compliant, meaning that the cancelation will likely have little short-term effect. Additionally, behavior like this is likely to draw attention from regulatory agencies such as the FTC in the United States, which may see programs like the GPP to be inherently anti-consumer and thus worthy of investigation into NVIDIAs other business practices. Consumers and manufacturers alike will likely feel the effects of the much-maligned GPP and NVIDIAs other initiatives for some time, whether or not NVIDIA official codifies them.
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