I love that they both slipped up and called it reference instead of founders. Just proves what they've done. I get that they don't wanna be competitive because the partners could argue that they would just get all the market share by coming in with the cheapest product. I imagine the Founders price was the result of MUCH negotiation with the board partners to ensure that they can release similarly priced products and still be competitive, I highly doubt this is *just* nVidia's doing.