If they are as ridiculously priced as their TUF and STRIX series then ASUS can go suck a big one. I am genuinely surprised they seem to sell so well when their markups are so outrageous vs other similar cards... it's grotesque even by the low standards set by PC hardware.
The Asus Noctua cards are even more expensive than Strix cards, iirc the Noctua rtx3070 was the same price as a strix rtx3080. The Noctua card is expensive for two reasons 1) it's a low volume card so fixed RnD engineering costs is high and 2) Noctua fans are extremely expensive expensive compared to the cheap Chinese fans normally used on graphics cards - each Noctua fan is about 10 times more expensive than the other fans on GPUs
As for why Asus is so expensive in general. It's all brand image and chart topping products. They benefit from their halo products and that's still the case with the rtx4090 - the Strix rtx4090 is both the coolest running and quietest air cooled 4090 on the market and that generates a lot of clout and brand recognition for them. And while I can't speak for UK, where I am, Asus has by far the best RMA service. Asus also has the best software among the GPU markers - that's not saying much but it's still the best among the AIBs
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