I tend to believe this as, at least from my viewpoint, nVidia has been driving higher prices for their products for years. It shows in Quadro, and also in the fact that they have crippled DP compute power in most of their latest generation parts unless you go to Tesla or the Titan series. For instance, GTX 580 DP compute is on par with GTX 1060 DP compute. For most in the consumer market, that will not matter, however, charging more for the extra DP compute is one of those "value added" things that many companies will use to increase the end-user (at whatever level) cost of a card. At one point, though I was not a high-end user, you could use the consumer series cards for pro CAD programs like Solid Works, but not any longer. I get it - about the driver support and all that stuff, but for a small shop that depends on CAD, the difference in price between pro and consumer cards that perform equally might be a bank-breaker. The only thing I can say is that if this is true, we can only hope that AMD will actually become competitive in the discrete GPU market with nVidia again and restore pricing sanity to a market that it quickly getting out of hand price-wise.