Monday, September 21st 2020

NVIDIA Responds to Criticism Surrounding the RTX 3080 Launch

NVIDIA's new GeForce RTX 3080 graphics card went on sale last week, and practically its entire inventory was gone in sixty seconds. The NVIDIA GeForce store exclusively selling the Jewelry-like Founders Edition card was hit by sophisticated scalper bots originally designed for limited-edition apparel sales, and one scalper gloated on the web having picked up over three dozen cards to auction off on e-bay for tens of thousands in profit. Frustrated genuine buyers were left disenchanted with NVIDIA over the handling of the launch.

NVIDIA posted an FAQ on its GeForce blog attempting to explain much of the criticism surrounding its handling of the RTX 3080 launch. NVIDIA's main explanation appears to be an unprecedented market demand for its RTX 3080. The company claims that "The demand for the GeForce RTX 3080 was truly unprecedented. We and our partners underestimated it," NVIDIA says. On scalping, NVIDIA explained that while its store had certain anti-bot measures in place, they underestimated the sophistication of scalping bots this time around. NVIDIA also claims to have manually cancelled hundreds of orders suspected to have been placed using bots. "While individuals using bots may have shown images of email inboxes filled with confirmed orders, NVIDIA has cancelled hundreds of orders manually before they were able to ship."
Find other interesting answers by NVIDIA to FAQs below.

What happened? I was really excited for the GeForce RTX 3080, but the launch has made it near impossible to find one and this is really disappointing.
The demand for the GeForce RTX 3080 was truly unprecedented. We and our partners underestimated it.

Over 50 major global retailers had inventory on the day of launch. Our retail partners reported record traffic to their sites, in many cases exceeding Black Friday. This caused crashes, delays and other issues for their customers. We knew the GeForce RTX 3080 would be popular, but none of us expected that much traffic on the first day.

What's the overall GeForce RTX 3080 stock situation?
The GeForce RTX 3080 is in full production. We began shipping GPUs to our partners in August, and have been increasing the supply weekly. Partners are also ramping up capacity to meet the unprecedented demand. We understand that many gamers are unable to buy a GeForce RTX 3080 right now and we are doing everything we can to catch up quickly. Keep checking in with your favorite retailer to be notified of availability. You may use the GeForce RTX 3080 product finder to find available cards at local retailers.

Why does availability start with such low inventory? Why not wait until more cards are produced?
We have great supply - just not for this level of demand. It is typical for initial demand to exceed supply for our new GPUs. Our global network of partners are ramping as hard as they can to get the new GPUs to the more than 100 million GeForce gamers around the world. Our philosophy has always been to get the latest technology into the hands of gamers as fast as possible. As we race to build more GeForce RTX 3080s, we suggest not buying from opportunistic resellers who are attempting to take advantage of the current situation.

What changes are you making to the NVIDIA Store moving forward?
As with many other etailers, the NVIDIA Store was also overrun with malicious bots and resellers. To combat this challenge we have made the following changes: we moved our NVIDIA Store to a dedicated environment, with increased capacity and more bot protection. We updated the code to be more efficient on the server load. We integrated CAPTCHA to the checkout flow to help offset the use of bots. We implemented additional security protections to the store APIs. And more efforts are underway.

You said the NVIDIA store would have GeForce RTX 3080s at 6 a.m. on September 17th, why did the store immediately go from "notify me" to "out of stock"?
At 6 a.m. pacific we attempted to push the NVIDIA store live. Instantly, the NVIDIA store was inundated with over 10 times the traffic of our previous generation launch, which took our internal systems to a crawl and encountered an error preventing sales from starting properly at 6:00am pacific. We were able to resolve the issues and process orders later than planned.

I saw individuals who use bots/scripts celebrating the purchase of multiple GeForce RTX 3080 GPUs! Did bots get all of the available supply?
No. While individuals using bots may have shown images of email inboxes filled with confirmed orders, NVIDIA has cancelled hundreds of orders manually before they were able to ship.

Why did the NVIDIA Store not have any preventative measures in place to battle bots (i.e. CAPTCHA,etc)?
The NVIDIA Store had many behind-the-scenes security measures in place which proved sufficient for previous launches. This is the first time that we have seen bots at this scale and sophistication. Since launch, we have been quickly working on numerous security upgrades, including CAPTCHA. We will also continue to manually monitor purchases to help ensure cards get in the hands of legitimate consumers.

Why did NVIDIA send "Notify Me" emails knowing that RTX 3080 FE was out of stock?
We intended for "Notify Me" emails to go out at 6:00 a.m. with the targeted start of availability. Due to the extreme demand and site traffic, we were unable to properly process orders on time. The emails were held back until the errors were resolved later than morning. Still, inventory sold out very quickly, so we were sold out by time most people opened their emails. In retrospect, we should not have sent the "Notify Me" emails.
Source: NVIDIA
Add your own comment

121 Comments on NVIDIA Responds to Criticism Surrounding the RTX 3080 Launch

#26
nguyen
ebivan
Well, the specs PDF doesnt mention a max temp. But many people just think semiconductors are not meant to get hotter hat 70°C. This is just wrong, of course it always depent on the type of semiconductor but thereare many chips out there that can operate at over 100°C for years without having a drastic impact on their overall lifetime
Ever heard of solder point failure ? it happen more often under high temperature swing. Imagine under load it reach 100C then cool down to 20C when idle.
Anyways this will likely lead to high RMA rate, well it already happened with Turing FE models.
Posted on Reply
#27
okbuddy
Caring1
Gone in 60 seconds.
Do we blame Nicholas Cage for this?
what's your problem, cage great actor
Posted on Reply
#28
Gundem
This is all great marketing... More hype, more drama, more more more 3080...
Posted on Reply
#29
Vya Domus
fynxer
how can it even be possible to be that wrong.
They knew what the demand would be, the GPUs (or maybe even those memory chips) weren't available in great quantity for that many cards to be made. Of course, they knew that too.
Posted on Reply
#30
Vayra86
nguyen
GDDR6X have ECC built in, it won't crash at unstable clocks but you would lose performance


Anyway I don't want to discuss why running GDDR6X at 100C is not a good idea, it just obviously is. Unless you want to play space invaders.
The VRAM on the TUF version run at like 60C, Asus built a sophisticated secondary heatsinks just for the VRAM area, so yeah lower temp is always better.
This is like an EVGA 1080 FTW debacle waiting to happen right here. 100C around memory is a sign to stay FAR away. It won't last.
fynxer
NVIDIA IS TO BLAME FOR THE SHORTAGE, THEY THEM SELF BOTCHED THE RELEASE, NOT THE SCALPS!!!

Even without the scalps stock was way to low compared to real market demand, they are now using the scalps as scapegoats and blame them to save face.

One retailer got over 20000 orders for the Zotac 3080 Trinity (you read that right, 20K orders) and that was for only one SKU from that retailer, does this sound like scalps botched the release.

(Zotac has gone out in a press release saying they are very sorry but they cannot even come close to filling the 20K orders of that one retailer even less the total world orders of the Zotac 3080 Trinity)

Reports suggest MORE THAN 20X higher demand than nvidia predicted for the 3000 series over the 2000 series, how can it even be possible to be that wrong.

How come they did not make proper research in time to predict real market demand, other companies can do it, it now really looks like nvidia just winged it.

Also they are so paranoid and secretive til last second that they really have no possibility to prepare for a release with proper stock.

Why purposely keep partners in the dark til the last second so they have a hard time getting stock ready and shipped out to retail til release day.

Look at Sony and Microsoft, WORKING WITH RETAIL LONG IN ADVANCE releasing prices and taking pre-orders of PS5 and XSX up to 2 months in advance making it possible for them to predict proper demand in different parts of the world and have stock available to fill those orders when release day comes.

NO, this screwed up release is ALL NVIDIA's own doing... they WINGED IT and don't get to blame anyone else but them self's!!!



NOTE! I have now seen several retailers starting to increase prices with up to 12%, this a VERY BAD TREND NVIDIA MUST STOP and if nvidia does not magically produce more stock prices will go up even further not only on 3080 BUT also on 3070 when it comes. With higher 3080 prices you will probably see increased prices of 3070 partner cards at release too.


What is even more disturbing is what my friend and marketing expert said to me, "nvidia has probably learned from the price chaos of the mining days, by knowing there is a massive market demand they created an artificial shortage by limiting release stock so they quickly could increase the prices and make more money." He said that IF nvidia increases the price of the founders edition this was their plan all along.
Who are you yelling at? Relax!
Posted on Reply
#31
my_name_is_earl
It's not bots, it's excuses. They simply don't have enough in-stock. If a million people waiting to click buy, of course it'll be sold out in seconds.
Posted on Reply
#32
nguyen
Vayra86
This is like an EVGA 1080 FTW debacle waiting to happen right here. 100C around memory is a sign to stay FAR away. It won't last.
Yeah Igor's Lab made a very good investigation into the space invaders debacle. So at high temp under load, the VRAM solder points could have been damaged due to the thermal expansion and and later contraction of the thermal pads.
The emergency fix were some silicon glue applied to around the VRAM area.


Not sure if Nvidia had learned the lesson this time around LOL. Guess we will see after a couple of months.
Posted on Reply
#33
Caring1
okbuddy
what's your problem, cage great actor
Whoosh.
That's the sound of my comment going over your head.
Posted on Reply
#34
Lomskij
Ha, looks like that premium graphics cards suddenly became a life critical product, akin to a toilet roll during the lockdown, at least judging by the screaming :-D
Posted on Reply
#35
Vayra86
okbuddy
what's your problem, cage great actor
great nose, too

Sometimes I wonder whether he was playing his nose or himself. I can't unsee it, its horrible
Posted on Reply
#36
gottimw
ratirt
I feel a ruse with this "unprecedented" demand. NV went earlier with the launch the so called "paper launch" just to have it out in the public. Now they started shipping the Chips and GPUs and people willing to buy these cant due to very low quantities.
This. It is starting to look like an industry standard. Release too little of product, create FOMO and its all just before Christmas. Hook, line, sinker. $$$
Posted on Reply
#37
bonehead123
The following comes to mind here:

"Plan the work, then work the plan" - obviously this did NOT happen, or at least if it did, it definitely was not executed properly

"A failure to plan on our end does not constitute an emergency on your end" - a near total sell-out in less than 15 mins seems like an emergency to me :)

In other words, they are basically telling us:

"Hey consumer - f*ck you, you will just have to wait because we (OUR MGMT TEAM) f*cked up & didn't ramp up production early/fast enough"

In most industries, a failure of this magnitude would cause executives heads to roll, like, yesterday, but obviouosly they just don't give a f*ck cause they did this on purpose and are now backpedaling and attempting to offer some lame-assed aopologies to make themselves feel better and deflect criticism of their failures :D
Posted on Reply
#38
BoboOOZ
bonehead123
"Plan the work, then work the plan" - obviously this did NOT happen, or at least if it did, it definitely was not executed properly
It did happen, it was a planned FOMO. It's just they overachieved a bit there.

en.wikipedia.org/wiki/Fear_of_missing_out
Posted on Reply
#40
pathfindercod
They can say they were caught off guard about demand. That’s a lie, this happens EVERYTIME a new cars comes out. They knew they could make it a unicorn for a few weeks just like to 2080ti and 1080ti and on and on. It’s been this way with Nvidia as far back as I can remember.
Posted on Reply
#42
dinmaster
love how they publish questions from themselves and then answer them. Personally im interested in getting a new card but ill wait till amd comes out with something and compare them like any sane person should do... I think nvidia screwed this launch up. I also think amd will have more availability at launch then nvidia did with this one, "unprecedented demand" is straight crap they knew. They knew, should have waited an extra month on release date to get more made. Anyway good luck to the people that want this card as fast as possible, ill wait like i said.
Posted on Reply
#43
Minus Infinity
cough BS cough. It's a tired old excuse trotted out by nearly all companies thesedays to cover their failings on delivering adequate supply. They seem to really underestimate a lot of things and only a moron would have believed the cards wouldn't be popular based on price and performance compared to Turing.
Posted on Reply
#44
CheapMeat
The hardware community is so toxic. Yuck.
Posted on Reply
#45
medi01
AnarchoPrimitiv
So Nvidia can develop complex AI hardware and the "most powerful GPUs", but can't stop some scalping bots or predict interest in a newly released card?
Who said that scalping bots were a thing?
Even people who managed to order shit, are told it's not clear when they'll get the cards.

Everything hints at this being a soft launch.

AdoredTV has also made an interesting point about helluva expensive cooler being used and NV being reluctant to sell too many of those, passing over the "ball" to AIBs to take the hit or hike the price.
Posted on Reply
#46
Jocko8009
This is a joke right? Nobody in their right mind would pay that much for a graphic card.

Posted on Reply
#47
kapone32
It's 2020, AMD can't produce enough affordable CPUs, Intel is running at full capacity and Covid 19 has allowed people to actually play their Game library they have been accumulating. Nvidia have not released a faster GPU than the 2080TI in 2+ years but they underestimated demand? I guess they also didn't see their stock price doubling in the same period either. Once you have been in PC Gaming long enough you know that Nvidia is the worst at soft launches. I can't wait to see the Gamers Nexus "send us your broken 3080" video. That is why though Nvidia makes nice products but they can be very unsavory in their business ethics making it difficult for some to blindly purchase (not that you can anyway) Gigabyte's AIB 3080 are $949 CAD.
Jocko8009
This is a joke right? Nobody in their right mind would pay that much for a graphic card.


You would be surprised how many people have more money than brains.
Posted on Reply
#48
ratirt
kapone32
It's 2020, AMD can't produce enough affordable CPUs, Intel is running at full capacity and Covid 19 has allowed people to actually play their Game library they have been accumulating. Nvidia have not released a faster GPU than the 2080TI in 2+ years but they underestimated demand? I guess they also didn't see their stock price doubling in the same period either. Once you have been in PC Gaming long enough you know that Nvidia is the worst at soft launches. I can't wait to see the Gamers Nexus "send us your broken 3080" video. That is why though Nvidia makes nice products but they can be very unsavory in their business ethics making it difficult for some to blindly purchase (not that you can anyway) Gigabyte's AIB 3080 are $949 CAD.


You would be surprised how many people have more money than brains.
More money means a nickel since they've got no brains :)
It's the scalps I bet.
Posted on Reply
#49
kapone32
ratirt
More money means a nickel since they've got no brains :)
It's the scalps I bet.
Of course the same thing always happens. It's just that when you combine that with Nvidia's way of doing business it becomes quite unsavory for the enthusiast.
Posted on Reply
#50
theoneandonlymrk
medi01
Who said that scalping bots were a thing?
Even people who managed to order shit, are told it's not clear when they'll get the cards.

Everything hints at this being a soft launch.

AdoredTV has also made an interesting point about helluva expensive cooler being used and NV being reluctant to sell too many of those, passing over the "ball" to AIBs to take the hit or hike the price.
Exactly that last point.
Posted on Reply
Add your own comment