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MSI Raises Price of RTX 4090 SUPRIM Liquid X in a Week: Underpriced Just for Reviews?

btarunr

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MSI debuted its flagship GeForce RTX 4090 SUPRIM Liquid X graphics card to gleaming reviews as one of the few custom-design RTX 4090 cards that fits inside a 2-slot design, freeing up expansion slots on your motherboard, thanks to its AIO liquid cooling solution. One of the most striking aspects of the card was its MSRP of USD $1,750, a mere $150 (9% premium), which made the card look like an overall great purchase, given that ASUS was pricing the air-cooled 4-slot ROG Strix RTX 4090 OC at $2,000 (25% premium). This had an impact on the SUPRIM's performance-per-Dollar calculations in reviews, in relation to pricier options. It turns out that MSI has revised the price of the RTX 4090 SUPRIM Liquid X a mere 1 week into its launch, increasing it by $185.

The card is now priced at $1,935 (20% premium over NVIDIA baseline), closer to that of the ASUS ROG Strix. This isn't a marked-up price by a retailer, but the latest price on MSI's first-party online store for the US market. Price premiums of custom-design RTX 4090 cards have been conservative across the board, particularly for a flagship card like the SUPRIM Liquid X, but a price revision this soon after launch doesn't go down well with buyers, and makes it seem like the card was underpriced just for the reviews—something ASUS avoided when they priced the ROG Strix at $2,000 right off the bat. And yes, we are mindful of the concept of introductory pricing, but only when it's advertised as such. An introductory price is meant to be disclosed to be as such, making buyers [and reviewers] aware that the card's actual MSRP is something else/higher. When we contact companies for pricing to use in our reviews, we clearly seek MSRPs, and not introductory pricing for the company to sell a tiny inventory at low prices, only to raise them a week later.



Update 10:26 UTC: The price on the MSI website is now back to $1750. Those who bought the card at $1,935 are being refunded the price difference. More on this here.

View at TechPowerUp Main Site | Source
 

Nkd

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Damn this is really bad decision by MSI. I was looking at this as well but not anymore. Should have decided prelaunch.
 
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I feel bad for reviewers, doing value assessments has becoming increasingly hard as companies pull bait and switches like this with increasing frequency.

I'm not sure what recourse reviewers have. Editing the review according to the price is likely too much additional work considering how many reviews are done. May just be easiest to just remove the value assessment page and conclusion for products that do happen to have this done to them.
 

qwang925

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I am trying to choose the best performance & cost combination from FE, ASUS, MSI. Good news, I only need to compare FE VS ASUS. :)
 
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MSI has been called out more than a few times for (what were once called) "dirty marketing tactics".
I'm both unsurprised and unoffended.
At least they're not radically changing components (and performance) post-launch like Kingston and others are regularly guilty of.
 
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LOL, they probably checked fleeceBay for auctions and decided to take a bite out of scalper margins once they saw the markups.

There are still plenty of PC enthusiasts who are willing to pay exorbitant prices whether it be to an approved retailer or to some scalper.
 
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MSI and their dirty methods not new and things wont change either with them.

LOL, they probably checked fleeceBay for auctions and decided to take a bite out of scalper margins once they saw the markups.

There are still plenty of PC enthusiasts who are willing to pay exorbitant prices whether it be to an approved retailer or to some scalper.
This going to set a feed back loop further increasing prices.
 
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Asus was the only smart aib pricing the stix at 2k to begin with.
 
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Then why don't you please modify the results and adjust the score?
The reviews will be here for long time.
 
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During the RTX 3000 shortage, MSI raised their GPU prices above MSRP on their own store without changing the MSRP of the cars through retailers. Do we have an official announcement from MSI saying its an official MSRP change or is this someone assuming it is because MSI is scalping through their own store again?
 
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Well, anyone dumb enough to spend $2000 on a GPU deserves to be milked, scalped & generally ripped off to the greatest degree possible.
 
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First market react to 4080-12GB "unlaunch" shenanigan.
AMD is on the horizon, but still can`t see if they will be for any help.
 
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the 4090 in general is a bad deal so who really cares about this?
 
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If the AIBs are bold enough to price the 4090 at $2,000, I wonder what they will charge for the 4090Ti. Looks like we might end up at the crypto prices of 2021 which is absurd.
 
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If the AIBs are bold enough to price the 4090 at $2,000, I wonder what they will charge for the 4090Ti. Looks like we might end up at the crypto prices of 2021 which is absurd.

Not really, the reasoning is market was healthy back then, they sold tons of cards. Now they're selling less cards, margins have to be greater.

;-)

Nvidia just doesn't care about gamers. That's why we'll get 1500 EUR 4080 and apparently 1200 EUR 4070 (instead of 4080 12GB, much better).
 
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I used to buy MSI exclusively at one time, guess why I don't anymore? They are a scumbag company. Just like nVidia is now, psst, hey, nVidia... guess what will happen from my end with you?
 
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So much fuss about a card that costs $ 1750? no $1950? No difference to me to be fair. Still way too overpriced and and all companies involved in cash grabbing with astronomical prices will not get anything from me no matter the Perf per $ to be fair. $1k is already for one of the top cards and now it is mid tier of cards. There is a boundary and for me this one has been crossed. I had to buy my Overpriced 6900XT during covid and I'm not going to do it again. This only shows how the companies have gotten used to people paying ridiculous prices for cards. The problem is, it is still not enough and they want more.
 
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I doubt people buying these sort of things care that much to be honest.
 
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i think most people should skip the 40 series since 30 series is pretty decent and i have a feeling nvidia will bring out the 50 series earlier instead of 2 years since the launch of rtx30 series
Since 40 series was delayed due to a number of reason which i wont go through since the launch of 30 series.
 
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i think most people should skip the 40 series since 30 series is pretty decent and i have a feeling nvidia will bring out the 50 series earlier instead of 2 years since the launch of rtx30 series
Since 40 series was delayed due to a number of reason which i wont go through since the launch of 30 series.
Doesn't make much sense to me, for the exact same reasons you outlined.
The 4090, besides being very expensive, is a card that most people don't need and the low-end of the series is not even out yet. Why anticipating the 50 series? IMO that can happen only if the AMDs are going to be very powerful. Also I don't know if anything has changed in this regard, but I remember that Nvidia had reserved a lot of production slots from TSMC.
 
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Reminds me of Gran Turismo 7 reviews.

Once the reviews were in, they revealed their micro-transaction stores and reduced the money one could get by racing...
 
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Should even be higher, suck all the money you can from these nutjobs paying 2000$ from a videocard
 
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Really ugly bait and switch. If I were a reviewer, I would be very pissed.
 
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