Ahead of Nvidia's GTC 2022 keynote next week, where the company is expected to announce its new 40-series consumer GPUs, manufacturer EVGA has announced that it is terminating its relationship with Nvidia and exiting the GPU market.

The massive business shift, which was confirmed by EVGA on its forums, has been broken down in a detailed report by Gamers Nexus, who spoke directly to EVGA CEO Andrew Han to get the details of the split. According to Han, Nvidia has been difficult to work with for some time now. Like all other GPU board partners, EVGA is only told the price of new products when they're revealed to everyone on stage, making planning difficult when launches occur soon after. Nvidia also has tight control over the pricing of GPUs, limiting what partners can do to differentiate themselves in a competitive market.

Furthermore, Han was critical of how Nvidia routinely undercuts its own partners with its Founders Edition cards, which offer identical products at discount prices that partners are barred from matching. This has resulted in some massive losses for EVGA, with Han stating that RTX 3080 and higher GPUs lost the company hundreds of dollars with each sale.