Nvidia revealed its latest GeForce graphics cards, the RTX 50 series, at CES 2025 earlier this month, detailing the price of the new series from the RTX 5070 to the RTX 5090. The MSRPs for these cards range between $549 and $1,999 and the top two models (the 5090 and 5080) will be available on January 30th.

We’ve already seen 5090 reviews praising the flagship model as a gaming and content creation powerhouse. However, the hefty price tag is an obvious downside – and partner cards are even more expensive. So far, we’re yet to see an AIB model priced at MSRP and it seems like only Founders Edition cards will be available at this price. And now, a reputable leaker has shared why that might be: profit margins.

Custom models are reportedly pricier than expected

Exact pricing for every single partner card is not officially known, but pricing leaked on PCPartPicker points towards some models retailing grossly over the Founders Edition cards. Additionally, sites such as TechPowerUp have reviewed the MSI Suprim SOC, revealing the price. Here’s how a few RTX 5090 AIBs are priced, according to early reviews and leaks:

• ASUS ROG Astral OC RTX 5090: $2799.99
• MSI GAMING TRIO OC RTX 5090: $2349.99
• MSI SUPRIM LIQUID SOC RTX 5090: $2499.99
• MSI SUPRIM SOC RTX 5090: $2399.99
• ASUS TUF GAMING RTX 5090: $2449.99
• MSI VENTUS 3X OC RTX 5090: $2199.99
• MSI VANGUARD SOC LAUNCH EDITION RTX 5090: $2379.99
• MSI VANGUARD SOC RTX 5090: $2379.99

While it is true that custom models often retail over MSRP, there are usually a couple of SKUs that stick to the base price; this might not be the case for the 50 series.

With a massive margin between the 5090 FE and these custom models, reputable Chiphell leaker wjm47196 reports that it all comes down to “very low gross profit” and notes that the “MSRP is equivalent to charity” [translated]. They suspect that the cost of GDDR7 memory – one of the notable upgrades for the 50 series versus the competition – is spread to the manufacturer, making them more expensive to package than expected.

There has already been a ton of coverage on the Founders Edition models. These have been largely prioritized during reviews and their slimmed-down two-slot design makes them stand out against custom models. FE cards are always hotly contested, and it seems they will be even harder to get this time around thanks to the ‘charity’ price tag. If you’re looking to get an FE card on launch, we’ve put together a guide with 5 ways of increasing your chances.

About the Author

Jack Goodall

At PC Guide, Jack is mostly responsible for reporting on hardware deals. He also specializes in monitors, TVs, and headsets and can be found putting his findings together in a review or best-of guide.