One of the problems of NVIDIA is that it has way too many partners who sell almost exactly the same graphics cards. AMD has a lot less partners than NVIDIA and FUD Zilla claims the green team will soon cut off some of its smaller partners to improve the market:
Most of the products on market are the same with some minor differences and Nvidia partners are simply trying to get the prices down to be able to sell their products and make some money. This creates a mess and price wars, making most of the people really unhappy. Nvidia has told to several people in the US that this will have to change and that Nvidia plans to cut off some smaller partners.
They didn't want to go in details on who will have to go, but some of partners sure will, and if this happens it might be a little bit easier to breath. In Europe Nvidia has more than 20 partners and since all the cards from 9800 and above are produced by Nvidia, its getting tough to make any money. The sticker, box and price are the determination points and sometimes it’s the frequency and a fancy new cooler, the rest under the hood is always the same for everyone.