Editorial Did NVIDIA Originally Intend to Call GTX 680 as GTX 670 Ti?

[btarunr]

Although it doesn't matter anymore, there are several bits of evidence supporting the theory that NVIDIA originally intended for its GK104-based performance graphics card to be named "GeForce GTX 670 Ti", before deciding to go with "GeForce GTX 680" towards the end. With the advent of 2012, we've had our industry sources refer to the part as "GTX 670 Ti". The very first picture of the GeForce GTX 680 disclosed to the public, early this month, revealed a slightly old qualification sample, which had one thing different from the card we have with us today: the model name "GTX 670 Ti" was etched onto the cooler shroud, our industry sources disclosed pictures of early samples having 6+8 pin power connectors.

Next up, while NVIDIA did re-christian GTX 670 Ti to GTX 680, it was rather sloppy at it. The first picture below shows the contents of the Boardshots (stylized) folder in NVIDIA's "special place" for the media. It contains all the assets NVIDIA allows the press, retailers, and other partners to use. Assets are distributed in various formats, the TIFF is a standard image-format used by print-media, for its high dot-pitch. Apart from a heavy payload, the TIFF image file allows tags, that can be read by Windows Explorer, these tags help people at the archives. The tags for images in TIFF format, of the GTX 680 distributed to its partners in the media and industry contain the tag "GTX 670 Ti".



It doesn't end there. Keen-eyed users, while browsing through NVIDIA Control Panel, with their GTX 680 installed, found the 3D Vision Surround displays configuration page refer to their GPU as "GTX 670 Ti". This particular image was used by NVIDIA on their 3D Vision Surround guide.

We began this article by saying that frankly, at this point, it doesn't matter. Or does it? Could it be that GK104 rocked the boardroom at NVIDIA Plex to the point where they decided that since it's competitive (in fact, faster) than AMD's Radeon HD 7970, it makes more business sense selling it as "GTX 680"?

What's in the name? Well for one, naming it "GTX 680" instead of "GTX 670 Ti", releases pressure off NVIDIA to introduce a part based on its "big chip" based on the GeForce Kepler architecture (GK1x0). It could also save NVIDIA tons of R&D costs for its GTX 700 series, because it can brand GK1x0 in the GTX 700 series, and invest relatively less, on a dual-GK104 graphics card to ward off the threat of Radeon HD 7990 "New Zealand", and save (read: sandbag) GK1x0 for AMD's next-generation Sea Islands family based on "Enhanced Graphics CoreNext" architecture, slated for later this year, if all goes well. Is it a case of mistaken identity? Overanalysis on our part? Or is there something they don't want you to know ?

View at TechPowerUp Main Site

 

[badtaylorx]

no....they intended it to be the 660 hence the gk104

 

[erocker]

Yes, but it doesn't matter. What matters is what is actually selling. Nvidia just released a card that is faster than the competition at the high end GPU level and they're selling it at a competetive price. What happens behind the scenes is irrelevant as what we do know may or may not be true plus there are a boundless amount of other things that could have happened/are happeneing that the consumer just doesn't know about.

 

[btarunr]

I've marked the article "editorial" as I put on my pyro-suit.

 

[Evolved]

I called this like... a week ago.

Nobody believed me, well before this article was published.

And I am actually quite saddened by the results.

This makes me want to buy a GTX 680 DCU II. I regret buying the 7970 now.

 

[dj-electric]

Nobody believed you?
lets see...

GF104 - GTX460
GF114 - GTX560TI
GK104 - ...

....

What could it be?

I know! a jar of pickles!


You don't say bta?

 

[badtaylorx]

what would have been best for "us" as enthusiasts would've been for this to be released as the 660Ti "midrage 7970killer" with the upcoming gk110 being the 680 with a borked gk110 as the 670.....im not fooled

 

[MeanBruce]

Hmmmm me guesses NVidia has another single gpu card even faster than the GTX680, this could mean a real shake-up in nomenclature, and a shock to AMD.

 

[Jurassic1024]

I read somewhere it was an internal codename, but 670 Ti does not sound like a codename after already releasing a 560 Ti card the previous year... I think they really were going to call it the 670 Ti, but it did much better than expected, so they called it the 680 GTX.

Either way, I see it as nVIDIA simply outdid themselves, and there is nothing wrong with that!

 

[HD64G]

I called this like... a week ago.

Nobody believed me, well before this article was published.

And I am actually quite saddened by the results.

This makes me want to buy a GTX 680 DCU II. I regret buying the 7970 now.

IMO there is a slight mistake in your logic. We know that at the same clocks 7970 is faster and it has 1GB RAM more on it. It goes to 1100MHz without any volt increase. It has zero W consumption when you close the screen to let PC do whatever. Only thing remaining is the normal drivers (at least +10% performance is hidden there for sure in many games) as the existent ones are clearly beta editions.

 

[LAN_deRf_HA]

They could have left it as the 670 Ti just to be insulting, but I bet they figured people would perpetually hold off on buying it while waiting for a 680 to show up.

 

[15th Warlock]

The first pictures of the GK104 even had the GTX670 engraved on the cooler's shroud, (pics posted at TPUs front page of all places) we all know AMD released a card with a lower then expected performance at a high price, Nvidia cashed on the opportunity and is laughing all the way to the bank.

This has been known for months, why is this in the news today?

 

[Jurassic1024]

They could have left it as the 670 Ti just to be insulting, but I bet they figured people would perpetually hold off on buying it while waiting for a 680 to show up.

Makes sense considering the GK110 isn't expected until August.

 

[btarunr]

The first pictures of the GK104 even had the GTX670 engraved on the cooler's shroud, (pics posted at TPUs front page of all places) we all know AMD released a card with a lower then expected performance at a high price, Nvidia cashed on the opportunity and is laughing all the way to the bank.

This has been known for months, why is this in the news today?

Because we needed extraordinary evidence to make extraordinary claims, such as an NVIDIA URL confirming our assertions.

http://www.geforce.com/Active/en_US...ce-gtx-680/NVCPL-WindowsDesktopManagement.png

 

[MeanBruce]

The first pictures of the GK104 even had the GTX670 engraved on the cooler's shroud, (pics posted at TPUs front page of all places) we all know AMD released a card with a lower then expected performance at a high price, Nvidia cashed on the opportunity and is laughing all the way to the bank.

This has been known for months, why is this in the news today?

Cuz we are not as clever as you who ascertain early on, are you kidding, just look at the size of my brain!

 

[TheMailMan78]

I've marked the article "editorial" as I put on my pyro-suit.

Wow an editorial with real proof of concept! Nice! Thanks Bta. You make my grits glisten.

 

[dj-electric]

Can't tell if sarcasm or somebody hacked mailman's account.

 

[qubit]

Yup, I'm sure it was gonna be called the 670 Ti. It's a fantastic card, but no matter how good it is, I want the top end GPU to make the upgrade itch go away.

Also, you can look at it this way: we've actually got less for our money. This card should sell for significantly less and the top end card sell for this price, which would give much better performance. Instead, nvidia are simply milking it by comparing it to the performance of the competition and putting out a product that just beats it by a reasonable margin, instead of the killer product that would decimate it. Ho-hum, nothing to get excited about.

 

[erocker]

Also, you can look at it this way: we've actually got less for our money.

Indeed, but that's the way things work. Don't make things too fast, milk more money = profit! Now Nvidia needs to come out with the mid to upper-midstream cards. A slightly nerfed GTX 680 that can beat a 7950 or go slightly head to head with a 7970 at a good price would be the real winner.

 

[GC_PaNzerFIN]

I can almost bet that 2x GK104 model is at works. And should have no problem fitting in 700€ price bucket. It is logical choice, only a fool wouldn't use GPU like GK104 in such a card. Especially when competitor is already working on its 2x Tahiti card.

 

[Wrigleyvillain]

Yup, I'm sure it was gonna be called the 670 Ti. It's a fantastic card, but no matter how good it is, I want the top end GPU to make the upgrade itch go away.

Also, you can look at it this way: we've actually got less for our money. This card should sell for significantly less and the top end card sell for this price, which would give much better performance. Instead, nvidia are simply milking it by comparing it to the performance of the competition and putting out a product that just beats it by a reasonable margin, instead of the killer product that would decimate it. Ho-hum, nothing to get excited about.

Yep...all this is what they surely really meant by "we expected 7970 to be faster" (i.e. we can now change our whole game plan for Kepler and kick even more ass and rake in even more dough than we thought before AMD launched 7000).

 

[douglatins]

Yes of course thats believable, they didnt know it could achieve flagship status, so they bumped its name for marketing. If they released by 670, people would just wait for the 680.

 

[qubit]

Indeed, but that's the way things work. Don't make things too fast, milk more money = profit! Now Nvidia needs to come out with the mid to upper-midstream cards. A slightly nerfed GTX 680 that can beat a 7950 or go slightly head to head with a 7970 at a good price would be the real winner.

Yes indeed, if I was nvidia, I would do the same. Still, it sucks to be on our side of the fence. Wouldn't it be totally nerdgasmic to have a competitor (brand isn't important to this point) bring out a card that outdid the competition by 50-100%?! They could then command top dollar for their card, while the loser would be consigned to the bargain basement.

I guess the conspiracy theorists could see antitrust here...

 

[erocker]

I still think there is some more performance potential with 7970/7950 by looking at 78xx performance numbers. It's a matter of drivers and well.. AMD drivers, one can only hope.

Yes indeed, if I was nvidia, I would do the same. Still, it sucks to be on our side of the fence. Wouldn't it be totally nerdgasmic to have a competitor (brand isn't important to this point) bring out a card that outdid the competition by 50-100%?! They could then command top dollar for their card, while the loser would be consigned to the bargain basement.

I guess the conspiracy theorists could see antitrust here...

Well.. you can't force a company to make/sell/release a faster product. With no real information from the company (and it will never happen) we won't know.

 

[GC_PaNzerFIN]

I still think there is some more performance potential with 7970/7950 by looking at 78xx performance numbers. It's a matter of drivers and well.. AMD drivers, one can only hope.

AMD is used to losing roughly 10% to NVIDIA GPUs. I don't think they care much. They will however throw all they have into HD 7990 to try keep the performance crown. Never underestimate the PR meaning of such product.