I can't blame EK for this. There are very few lower end cards that are catered for for good reason. There has been a shift recently, but mainly for the reference cards.
I can't see this changing any time soon or at all. The demand has and always will be for higher end cards to be water cooled. R&D costs need to be covered, so a healthy market share has to be help for custom PCB's to be developed for, plus the contemplation that 80%+ mid to lower tier cards are sold to a sector of the market that will never even contemplate water cooling, let alone creating a custom loop to use a block and back plate that costs as much as the card itself.