Makes sense if you have most of the market and so many are brand loyal to you. It will nudge a fair few into upgrading earlier again and again until they're just used to it. I am convinced that other companies like Apple definitely do this with their older phones so I wouldn't be surprised if nvidia do the same. It's a guaranteed money-spinner. What's the downside? A few people moan about it online and then buy your cards again anyway? Even larger incentive for them to do it now that they have no high-end competition.