I think evga needs new management.
Yeah, I'm not going to blame EVGA here. Realistically, there is only so much you can do as a business when dealing with another business. EVGA has a responsibility to make money for themselves and their employees. If their supplier is undercutting them and they are taking losses then you can't really blame that on EVGA's management team. There are legitimate business problems there that EVGA can't ignore.
IMO, it was a bad business setup in the first place. Apparently, contractually, EVGA didn't have a price point to work with until the day that Nvidia's CEO told people about their cards. Also, Nvidia got to set the price points for EVGA cards for the entire time that EVGA sold the cards. EVGA was then undercut by Nvidia numerous times costing EVGA money. EVGA perceived it as an unfair agreement and, personally, can't blame EVGA for terminating that agreement. I really don't know that new management would view that deal any differently either. That is a HARD environment to make money in. Especially if they can't set the prices on their own cards.
Granted, EVGA did agree to the terms originally years and years ago and stuck with them. But as we all know, things change with time and companies do too. I think that EVGA had some good leverage being the top seller of Nvidia cards in North America and the UK. Maybe they tried to flex that during this contract negotiation to get more reasonable terms. At this point, who knows. And even if they did know, who knows if they'd tell the truth.
All we know are the end results and we only know them from one side of the equation.
I hoped that this is just a ploy to get Nvidia to renegotiate terms with EVGA but from reporting that I have read and watched the management team at EVGA may have tried to renegotiate and Nvidia decided not to agree to their terms. I don't know what Nvidia's thinking was, but I can imagine that they didn't want to change terms with EVGA and have the other AIB's want the same treatment. Which is their right.
These kinds of things happen every day though. And believe it or not, this seems like a pretty straight forward and easy split. They can be SOOOOO much worse.
tl:dr.... I'm not so sure that I really could blame EVGA's management if they are taking losses... It would be bad business to continue that practice.