HardOCP has bought one of the NVIDIA-branded GeForce GTX 460 graphics cards in Best Buy, you can check it out over here. It seems Best Buy started selling these cards a little bit sooner than NVIDIA wanted, as the company has not yet prepared an official press statement.
When we explained to NVIDIA that we purchased NVIDIA video cards from Best Buy on Monday the 4th, NVIDIA explained that it "did not expect that." It seems that a least a few Best Buy stores in North America have been selling the cards before the "official" date. We asked for an official statement in writing about NVIDIA entering retail directly and it took NVIDIA two hours to supply us with that. Here is NVIDIA's complete reply to HardOCP about it entering the retail market direct.
NVIDIA and Best Buy are working together to offer PC customers the opportunity to experience firsthand the latest in PC technologies right inside Best Buy stores. As part of this broad initiative, NVIDIA is supplying to Best Buy specific GeForce models built and supported by NVIDIA. These products will only be available at Best Buy and will complement GeForce products from our partners. We will provide more details on this next week.