I don't disagree that this is an anti-feature. My point is, companies get away with far worse and people probably wouldn't stop buying EVGA because of it. In fact, they obviously don't, as the NVidia driver already has that capability. Windows does, too.

So the answer to

> How about if you’re an OEM and you’re bundling video cards, would you risk the hit to your brand?

is clearly yes, as has been shown in the last years. Hell, we have cars that can be disabled remotely. Nearly nobody cares about about them creating a capability you could reasonably assume they already had. You and I might, but most consumers care about FPS - and getting a card at all - much more.