Thread Rating:
  • 0 Vote(s) - 0 Average
  • 1
  • 2
  • 3
  • 4
  • 5
HardOCP Reports On Nvidia GPP Bad Behavior
Quote:The crux of the issue seems to be in that NVIDIA, while publicly touting transparency, is hiding some not so transparent clauses from the public's view. Namely, the fact that in order to become a part of NVIDIA's GPP program, partners must have its "Gaming Brand Aligned Exclusively With GeForce." Bennet says that he has read NVIDIA papers, and these very words, in internal documents meant for NVIDIA's partners only; however, none of these have been made available as of time of writing, though that may be an effort to protect sources.

But what does this "exclusivity" mean? That partners would have to forego products from other brands (case in point, AMD) in order to be granted the GeForce partner status. And what do companies who achieve GPP status receive? Well, enough that it would make competition from other NVIDIA AIBs that didn't make the partner program extremely difficult - if not unfeasible. This is because GPP-branded companies would receive perks such as: high-effort engineering engagements (likely, aids to custom designs); early tech engagement; launch partner status (as in, being able to sell GeForce-branded products at launch date); game bundling; sales rebate programs; social media and PR support; marketing reports; and the ultimate kicker, Marketing Development Funds (MDF). This last one may be known to our more attentive readers, as it was part of Intel's "Intel Inside" marketing program which spurred... a pretty incredible anti-trust movement against the company.
Elric is taking advantage of this news to briefly talk about how AMD has tried to manipulate his reviews, all the way down to controlling the video titles:

Quote:MSI was caught openly slandering AMD Radeon graphics processors in promoting its MSI Gaming Series notebooks featuring NVIDIA GeForce graphics chips. The company is a signatory of the draconian GeForce Partner Program (GPP) by NVIDIA which, in boilerplate regulator-baiting language, tells its add-in card (AIC) partners not to use the same gaming sub-brand (eg: ASUS ROG, MSI Gaming, GIGABYTE Aorus, etc.,) for GPUs from any other brand (i.e. AMD Radeon). When it's in effect, ASUS, for example, can't sell an ROG Strix-branded Radeon graphics card, MSI can't sell an RX Vega 64 Gaming X, and it's probably why GIGABYTE stripped the RX 580 Gaming Box of Aorus branding.
ASUS responds to GPP by making new brand for AMD graphics cards:
I don't hear the board partners crying about this, only AMD. It appears Kyle at HardOCP has become their puppet. It's sad to watch. I've been reading HardOCP for a long time.
Dell and HP are refusing to get involved with GPP:
I got this link from Elric's video. But it's looking doubtful. The only sources are claims on Reddit, which are being reported by WCCFTech. To be fair, Elric says it's just a rumor.
ASUS officially announces its AREZ brand:
And AMD makes its own protest against GPP:

Here's AMD's blog post:
Quote:HardOCP openly admits that AMD brought them this story in the first place, but just because a company alerts you to a story doesn’t mean the story isn’t true. A month ago, HardOCP alleged that Nvidia had kicked off a marketing campaign that required AIB’s to push AMD GPUs out of their premium brands in order to receive various benefits, including marketing dollars and GPU allocation. Today, we see evidence that more than one company has either launched a new AMD-specific brand (Asus), removed AMD from its top-brand gaming products (Asus, MSI), or is choosing to sell an identical product without its top-end branding, where the only difference is the presence of an AMD GPU as opposed to an Nvidia card (Gigabyte).

This evidence doesn’t automatically confirm HardOCP’s story is accurate, but it suggests that such strategic “realignments” are indeed taking place across multiple companies at more or less the same time. Given that companies don’t normally launch all-new brands with no reason given, and the fact that nobody seems to want to talk about the GPP in the first place, the evidence thus far supports HardOCP’s story, at least in broad strokes. And while some customers will scoff that this represents a meaningful restriction, this represents an area of disconnect between how companies think about branding and how consumers tend to think about it. Smart companies take brands very seriously. By conspicuously linking the top gaming brands from various AIBs to Nvidia and Nvidia alone, Team Green would win a major marketing coup — not by literally telling AIBs they can’t sell AMD GPUs, but by ensuring that the top marketing spots from a given partner company always held by GeForce.
Elric does a follow-up to the video where he mentioned how controlling AMD is:

I was tipped off to this by GamersNexus. He points out AMD's hypocrisy in attacking Nvidia over "gamer taxes" when they did something that was somewhat similar with the release of Vega.

GamersNexus comments on AMD as well:
  • AMD has gotten better in its behavior
  • The reason GamersNexus wasn't given Ryzen 2 samples was because of GamersNexus pushing back over the Threadripper embargo and saying that it was OK if AMD didn't send them anything, the issue was how the embargo was handled

Nvidia ends GPP:
Quote:Nvidia is no particular stranger to controversy, nor one to back away from a fight. Its GameWorks program, for example, has been controversial since its inception. Nvidia didn’t back away from it. Patrick Moorehead, writing for Forbes, makes the point that he thinks NV killed the program for the right reason, because the negativity around the program constituted a distraction. He states, however, that he had absolutely no reason to believe that Nvidia had engaged in any kind of illegal activity. This may be true. But it doesn’t explain the difference between Nvidia’s typically pugnacious attitude and willingness to engage in behaviors the community finds controversial (GameWorks) and its willingness to cancel the GPP after a much smaller period of time.

It’s possible that the GPU manufacturers themselves were sensitive to appearing to prioritize Nvidia over AMD, based on the way companies like MSI and Asus had stripped AMD cards of prominent branding and relegated them to second-class brands instead. But right now, Nvidia likely does dominate the high end of the market, which also makes this a bit less potent as far as an explanation.

I don’t like ending on a lame note, but as of right now, that’s where we are. Nvidia has never been a company to back down from a fight. It’s never been one to shy away from strong competition or from aggressively positioning its products. It’s not prima facie evident that any such arrangement with GPU manufacturers was illegal (what strikes someone as playing dirty and what’s actually illegal aren’t the same thing), and the idea that it just kinda quit a program it undoubtedly spent months designing and deploying seems an incomplete explanation at best. Nonetheless, for now, that’s what we’ve got.
Quote:Apparently the blow-back was harder than expected, and NVIDIA buckled. The main forces behind NVIDIA withdrawing GPP may not be fear of government regulators, but OEMs, such as Dell and HP, refusing to sign up. AMD is known in the OEM circles for great pricing, which is what scores it design wins with giants such as Apple. That's something big OEMs would never want to let go of. Had Dell, for example, signed up for GPP, it would have meant the end of AMD Radeon GPUs in Alienware desktops.

Far from sounding apologetic, NVIDIA's announcement of "pulling the plug" on GPP reads of the company begrudgingly ending the program, defending its "benefits to gamers" to the very end. NVIDIA didn't even give the announcement the dignity of a formal press-release, but a blog post, pasted verbatim:
This article sums it up pretty well:

Nvidia pulls plug on 2 month old program

Nvidia announced it is "pulling the plug" on the GeForce Partner Program (GPP) due to the company's unwillingness to combat "rumors" and "mistruths" about the platform. The GPP has only been active for a couple of months.

Shortly after the launch, unnamed sources from add-in card and desktop/laptop manufacturers came forward to reveal that the program will likely hurt consumer choice. Even more, they worried that some of the agreement language may actually be illegal while the program itself could disrupt the current business they have with AMD and Intel.

They also revealed one major requirement: The resulting product sports the label "[gaming brand] Aligned Exclusively with GeForce."

As an example, if Asus wanted to add its Republic of Gamers (RoG) line to Nvidia's program, it wouldn't be allowed to sell RoG products with AMD-based graphics. Of course, manufacturers can choose whether or not to join Nvidia's program, but membership supposedly had its "perks" including access to early technology, sales rebate programs, game bundling, and more.
nvidia treated AMD as though they were Donald Trump and used AMD's character flaws against them to get them to do the very thing AMD's shills said nvidia wanted to do - establish their own gaming brand.

Brilliant bit of reverse psychology on nvidia's part and AMD was brainless enough to fall for it! Big Grin

[Image: 289px-Al_Bundy.jpg]
Adam knew he should have bought a PC but Eve fell for the marketing hype.

Homeopathy is what happened when snake oil salesmen discovered that water is cheaper than snake oil.

The reason they call it the American Dream is because you have to be asleep to believe it. -- George Carlin
Quote:This isn’t a very good explanation. Gamers are not confused by whether a box has an AMD or Nvidia GPU, because brands take pains to label products in a way that makes this information accessible. But Jen-Hsun’s statement can be read to imply that the program was canceled because of OEM pushback or user feedback. If I had to guess, I’d bet on the former. Nvidia has weathered storms of criticism before, on topics ranging from PhysX to GameWorks to DirectX 12. The company takes these sorts of challenges in stride.
I'm not sure nVidia will ever forgive Kyle for the current fiasco. Kyle has repeatedly done everything AMD has asked him lately. Here is a list:

- the Vega demo where he did a side-by-side comparison with an nVidia card using an undemanding game that would not show the differences
- the Freesync vs Gsync side-by-side demo where he used a game and resolution that would drastically favor AMD
- the whole GPP thing

There are probably other things also that I'm forgetting about or that I missed. I would be shocked if nVidia ever let Kyle live this down. And I predict that the future of what we are going to see HardOCP become is going to look very sad.
GN thinks GPP is going to be forgotten about, considering that's what happened to the 970 VRAM debacle. He's also not worried about negative impact from GN covering GPP, since he's got plenty of revenue streams that won't be affected.

Lots of bridges were burned by the GPP fiasco. That could be the real lasting damage for nVidia. They have pissed off large swaths of the press.
ASUS cancels its AREZ brand:
Quote:This message slipped the radar until now since, well - AREZ really only had some 129 followers at the time of the tweet. Which just really goes to show how NVIDIA's ploy might have worked in muscling out market recognition of some of its competition's products.
GPP is dead.

Forum Jump:

Users browsing this thread: 1 Guest(s)