but - i say nvidia is missing the point...
That may be true ... but it isn't how the industry works.
Actually ... I hope you don't mind but I'm going to expand on this a bit...
Right now, there are versions of that board with Gigabyte, Asus and MSI brand names on them. All sell cheaper than the NVidia branded board. This is why they do that... NVidia makes a lot more money selling that barebones board than they do retailing their own produces... by orders of magnitude more. Wholesaling in batchs of 1,000 or more is far more lucritive than retail could ever be.
It's a real hoot listening to two geeks in a coffee shop arguing if the Gigabyte version is better than the Asus one. "The Gigabyte outperforms Asus every time"... "No the Asus has a better display".... Ummm guys... it's the SAME BOARD!
This kind of rebranding happens all the time...
At one time Radio Shack's CB radios were made by Cobra... and people would tell me RS is crap get a Cobra if you want a REAL radio.
Sears Canada used to sell a whole line of stereos that were just JVC boards in Sears cases... People would tell me that JVC is so much better. (the real difference was the speakers.)
The radio shack CB was half the price of the equivalent Cobra model.
The Sears stereos were often 1/3 or less the price of the equivalent JVC component.
This could not happen without rebranding.