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That's true, they could refuse to provide chips to AIBs unless they're willing to sell their cards at MSRP prices.The masses are pretty slow to react to situations but I think the hysteria is slowly being replaced by anger. The more angry people get the more likely they are to simply refuse to buy at inflated prices.
I really need a graphics card but I have become angry now at this situation and the way the various companies and scalpers are behaving. The likes of NVIDIA could have done a lot more to ease this situation, and instead they have done pretty much nothing. If OCUK can make an effort then NVIDIA could have done a lot more.
Instead use all of those chips for FE's which are sold at MSRP, they're not great cards but certainly better than the alternative prices.