Thats for the manufacturers / retailers to sort out. Consumer rights in UK are pretty clear with false or misleading advertising. Not a route I think OCUK will force people to go down given Gibbo's good service thus far.
NVIDIA believe there is no case, they are potentially correct, the card is advertised correctly.
However I agree, some people are unhappy and OcUK believes customer is king so we want to do the right thing and shall be working around the clock to achieve it and posting updates here, again something else our competitors fail to do. This is why we might not always be the cheapest but our service levels are way beyond the competition.