NVIDIA has ended its Open Price Program (OPP), a system that helped add-in card partners sell custom GPUs at the company's suggested MSRPs. The program reportedly concluded a few days ago, meaning third-party GPU pricing will now fluctuate freely, likely pushing cards above NVIDIA's listed prices.

This move is largely driven by GDDR7 memory scarcity and rising costs. NVIDIA supplies GPU dies and memory as a kit to partners, but memory prices are climbing. The OPP previously subsidized partners to maintain MSRP listings. Without that support, expect higher costs for cards like the RTX 5070 Ti and RTX 5080.

Consumers will face less predictable pricing for custom models from partners like ASUS, MSI, and Gigabyte. The industry shift reflects broader supply chain strains, where memory shortages directly impact GPU availability and final retail costs. NVIDIA's partners now bear full cost pressures for their custom PCB designs.