Adapted by:
Javier Pastor
Senior WriterComputer scientist turned tech journalist. I've written about almost everything related to technology, but I specialize in hardware, operating systems and cryptocurrencies. I like writing about tech so much that I do it both for Xataka and Incognitosis, my personal blog.
Alba Mora
WriterAn established tech journalist, I entered the world of consumer tech by chance in 2018. In my writing and translating career, I've also covered a diverse range of topics, including entertainment, travel, science, and the economy.
If you’re thinking about changing your graphics card, be prepared to spend around $1,000–at least if you want a modern and decent model. This price point has become the norm.
The recent launch of Nvidia’s new graphics card range exemplifies this trend. When the company introduced its new lineup of RTX 5000 family cards, the recommended retail prices were already quite steep:
- RTX 5090: $1,999
- RTX 5080: $999
- RTX 5070 Ti: $749
- RTX 5070: $549
These prices are just a reference. Availability is often limited, leading to significantly higher prices once they hit the market. In fact, previous Nvidia cards have also followed the same pattern. Finding a reasonably priced graphics card is becoming increasingly challenging.
Once graphics cards go on sale, prices increase. This is completely legitimate–Nvidia sets RRPs but doesn’t restrict manufacturers from altering them. However, it makes these products increasingly inaccessible for many users.
Several stores primarily sell these graphics cards as part of new PCs, making it difficult to find them as standalone components. Because of their limited availability, you might need to consider purchasing an entirely new PC rather than upgrading one part if you want one of these cards.
Additionally, while there’s a performance improvement, it’s not particularly significant if you’re upgrading from a relatively recent graphics card. In fact, the increase in performance seems modest unless you’re able to take advantage of Nvidia’s DLSS 4 technology. The downside is that not all games support DLSS 4, although the number of compatible titles is certainly on the rise.
This also poses a potential danger. If you want to notice a performance improvement, the real factor isn’t necessarily the hardware of these graphics cards but rather the AI software developed by Nvidia. Previously, DLSS technology seemed like a fascinating option, but it’s now become the manufacturer’s primary selling point. However, there’s an issue.
DLSS 4 is a proprietary technology.
This means you won’t be able to benefit from it unless you own one of Nvidia’s new graphics cards, creating a potentially dangerous cycle. Developers want to provide smoother user experiences. However, to do so, they must modify their games to be compatible with DLSS 4.
This situation disadvantages competitors like AMD while compelling users to invest in Nvidia’s exclusive ecosystem. Although DLSS 4 is compatible with some of the brand’s older graphics cards, only the RTX 50 series provides Multi Frame Generation. This feature allows AI to generate up to three frames for every rendered frame, effectively boosting performance and frame rates in compatible games.
As such, Nvidia is using a similar strategy to Apple. Like the iPhone, Nvidia’s graphics cards are impressive in many ways but exclusive to those who can afford them. They typically cost between $900 and $1,000.
This places users in a difficult position, especially since DLSS 4 could become another CUDA. Today, CUDA is a major factor behind Nvidia’s success in the AI field. Although AMD possesses competitive AI chips, its challenge lies not in hardware but in software–specifically, the lack of CUDA support.
If Nvidia successfully establishes DLSS 4 as a de facto standard, consumers might be in trouble. A proprietary software standard would lock users and the industry into one manufacturer. If a single company monopolized the market, it’d be in a position to dictate outcomes, which could have serious negative consequences for consumers.
Image | Nvidia
View 0 comments