PC gaming hardware is 'overpriced'

IN AN ENTRY posted to the official Nvidia Developer's Blog, top-rank Nvidia blogger Roy Taylor has spoken out against "over priced PC hardware better suited to winning magazine reviews than equipping end users with what they need."

Roy has been plagued by games publishers who think that DX10 rigs are too exclusive, and that few gamers will pay the $3000 price point for a high-end 8800 rig. This is causing him consternation, since Nvidia makes a range of DX10 hardware for systems of all prices. Taylor blames the perception on the constant bleeding-edge machines we see promoted in adverts and magazines by companies at the expense of more reasonable hardware.

"For the big PC makers there is a tendancy to think of PC gaming as a lucrative means of selling over priced PC hardware," he complained - no doubt referring to the perception that there is more margin in gaming than business or home PCs, hence the acquisitions recently of Alienware and Voodoo by Dell and HP.

"It could be argued that these over priced, super high end machines being pushed by some of the bigger names in the PC business are damaging. They are misleading publishers into thinking that these are the rigs that gamers are limited too for good PC games. Nothing could be further from the truth," Taylor said.

We wonder how some of Nvidia's partners are going to feel about this stance. Graphzilla has always worked off the 'Halo' effect - pushing the capabilities of high-end components to sell lower-end ones, and we see PC manufacturers doing the same. Indeed, isn't it rather hypocritical for Nvidia to take this stance against PC makers whilst simultaneously offering the 8800 Ultra for such a high price to enthusiastic gamers, hoping to exploit exactly the same economics?

Taylor also indirectly lampoons journalists for soliciting kit that will sell a magazine when it's put on the cover. Editors know that it's the new launches, the new generations and the eye-bleeding-bleeding-edge kit that's going to make a title jump out on the news stand, and this is leading to a skewed perspective of PC gamers amongst the industry. But when component makers like Nvidia make such a song and dance about new high-end launches, who can blame them for reporting the news?

Roy finishes with an appeal to games developers. "If you want to develop for DX10 and your publisher says that DX10 PC's are too expensive - refer him to me and we will furnish them with details of exactly where price points are and show off the installed base of DX10 GPU numbers too." Apparently, Nvidia doesn't trust its own partners to communicate truthfully, authentically or clearly. Interesting stuff.

For all the controversy this blog entry is likely to cause, the page, maintained solely by Taylor, is an interesting resource for gaming and graphics professionals and Nvidia should be applauded for publishing it. Those who promote corporate blogging suggest that the 'raw' nature of the medium, along with the capacity for controversy, provide a human edge to a company that should not be under-rated. Roy's blog is a great insight into Nvidia that many followers appreciate. Hopefully, Graphzilla won't pull a characteristic over-reaction and yank the post, or indeed the blog. That would be a PR disaster of Sony-esque proportions. Watch carefully, folks. µ