Aren't scalpers only there because the product is clearly underpriced? Why not increase prices till the scalpers are gone or simply auction the GPUs off? That's clearly what the market is pointing at.
Normally I'd agree (eg: I think limited concert tickets should simply be auctioned off).
This is a little trickier. You have a consumer grade product aimed at a mass market segment (gamers) being used as a glorified financial market device (crypto).
You could just sell it at whatever price people are willing to pay for (crypto) and make a big buck. You'd likely wreck the gaming industry in the process. If you feel the crypto market is there to stay forever and that it's your best bet as a manufacturer going forward, it could possibly be a good move.
If you think its a temporary fad though, that the gaming market has a larger long term return (if it's allowed to thrive), and that this setback, even if temporary, is harmful to your long term plan, then it's an issue. If you think that the gaming industry beyond the GPU market (eg: streaming grids) have value, and you want to foster those because it will make more money in the long run, then the current situation isn't looking so good.
What it looks like is a large public company thinking more than quarter to quarter for once. It's actually kind of confusing, but that's what it looks like to my untrained eyes.
This is missing half the story. Yes, things can be temporarily underpriced and then an appeal to scalpers makes sense, as scalpers can instantly raise the price to the market clearing rate. But at the same time they can instantly lower the price to the market clearing rate.
What manufacturers and consumers both want is price stability. They want prices to change in regular intervals and in predictable amounts. Both producers and consumers, but much more producers than consumers, need to make long range plans which require stable pricing. So when the iPhone first came out there was huge demand. Why didn't Apple auction the phones off? Because Apple wanted to anchor expectations for what the phone would cost over the long term. They certainly did not want consumers thinking that if they waited the phone would become cheaper. Thus they did not want consumers to think the phone's price was subject to a daily auction. Instead, it's better for Apple to have occasional shortages than to let people think that iPhone pricing will be moving up and down a lot. That allows consumers to make long term plans as well.
So manufacturers want stable pricing, they want happy consumers, and they don't want surprises. Consumers want the same thing. That's why people hate scalpers. You can draw all the supply demand curves you want, but that doesn't change the fact that people need to make long range plans, and this requires stable pricing.
But "scalpers" are the people who stabilise prices, by buying when it's cheap and selling when it's expensive. (Remember that a nominal low price that you can't actually buy at is worse for the consumer than a high price that's actually available).
That's not the point: the point is that Nvidia want to still have regular customers who, when they think "I need a gaming rig" think "Nvidia".
If Nvidia becomes "GPUs are cryptominers", then once demand dries up, their marketshare is zilch, and no one's writing games optimized for Nvidia cards anymore, and there's a big pile of bugs they've not fixed with new games trying to use Nvidia cards.
Even worse, consoles aren't having these availability problems. If you buy a console, and you start building a games library, making friends who you play with on a daily basis (and you usually cannot crossplay between consoles and PC due to skill differences between controller/m+kb, sometimes it works with a controller on PC but most of the time it doesn't) then you are now locked into that ecosystem. You aren't buying a NVIDIA 40 series card, you are buying a PS5 Pro. The longer this goes on, the more customers NVIDIA is losing in the long term.
Inventory levels for consoles aren't quite normalized and available but with a stock tracking discord you can have a decent shot at getting a notice, going to a website, and successfully checking out if you hurry. In contrast you have zero shot at GPUs as a human, there are "cook groups" (the same groups that buy up fancy sneakers and scalp them) using backdoor exploits and botnets or networks of proxies embedded in browser addons, and the hardware is literally are gone the second it's up, or even before.
Rather notoriously, one of the cook groups got ahold of the DigitalRiver item IDs for the 3080 before the launch, and they used API requests to poke orders into the backend. So the items sold out before the listing even went up on the website. That is emblematic of the problem, every mechanism is being probed and any backdoor is being used to punch in orders before humans can get them. There are exploits and botnets and proxies being used and everything, hugely organized and sophisticated operations.
Every major retailer and every AIB partner (Zotac, Asus, etc) is heavily botted to the point where you stand no chance unless you pay for a $600/mo sneakerbot.
To be honest, I used a Telegram alerts group (Brobot) for 3090s and 5950Xs and was able to get both within a week of trying. There were only a couple opportunities but I managed to get 2x3090s and a 5950x within those windows. It's definitely doable, just very annoying. I'd rather get a spot in line than race to be through the door every time.
The scalpers are there because the supply of cards is too low. There is a global supply crunch for pretty much everything right now, but Nvidia also doesn’t want to build out supply for something (mining) which they consider a short term issue.
Increasing supply is the way to get rid of scalpers.
Absolutely - if they wanted they could make a killing (short term) and auction to Eth farms.
That said, they are trying to preserve market / mind share in the longer term with existing customers (gamers, AI/ML) and partners (OEMs etc). And those folks aren't ready to pay the crypto price point.
So they are giving up short term money (from auctions etc) for ideally long term market share.
Short term they could make a lot of money that way, but then they may lose gamers who will likely still want gpus after miners no longer need them. It's not a one off transaction.
