I can't comment on the 20 series, but I know the 30 & 40 series cards have three (sort of) variants. The very basic reference design, the founder edition (custom only to Nvidia) and then AIB 'upgraded' variants.
I had a TUF 3080, which by some miracle I got at release price from OCUK, which was excellent. Then moved up to a 3090FE, and now the 4090FE.
I think with how good the FE models are, especially as they undercut all AIB's on price, it's totally understandable why EVGA pulled out of the market...How can the AIB's compete with Nvidia at the current (ridiculous) price point, while offering something extra and still making money and making sales.
Back on track, yeah I was hoping for a 4090 TUF initially, but availability and price just got way out of hand for me. So slumming it with the FE