Its when the pins push in they de crimp in the connector box and as you see in this photo then the card may not work.
In this thread its happened to a few and some on Reddit
here is an example of one of user in this thread with there 3090 Gaming oc
I quote
"I have this exact issue, my 3090 Gaming OC doesn't start now. All it took was one unplugging and replugging to tidy up the cabling a bit after the initial testing. Looking at the pins they are definitely all over the place. Not happy, especially since it's such minor thing and easy to get right/wrong, yet so critical. I could try and get those pins in order with some tweezers, but for such an expensive product you wouldn't expect having to resort to such measures. Nor do I want to."
Hope that helps