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Nvidia Executive Taking Heat Over Latest Video Card Launch

Nvidia Executive Taking Heat Over Latest Video Card Launch

If there is one piece of advice I can give to anyone in business (even the high-level muckety mucks at a huge cooperation like Nvidia) it’s this: honesty is the best policy, and always follow through. Period.

While I’m sure this is advice some at Nvidia wish they’d heeded before the release of the GTX 970 video card, that cat is unfortunately out of the bag now. After the company came under fire from consumers for what many are calling false advertising, company co-founder Jen-Hsun Huang took to their blog to issue a semi-apology (or perhaps a thinly veiled excuse would be a more appropriate description).

“GTX 970 is a 4GB card. However, the upper 512MB of the additional 1GB is segmented and has reduced bandwidth. This is a good design because we were able to add an additional 1GB for GTX 970 and our software engineers can keep less frequently used data in the 512MB segment. Unfortunately, we failed to communicate this internally to our marketing team, and externally to reviewers at launch.”

If that technical gobbledygook above doesn’t quite register, don’t worry, as you’re not alone. The bottom line is the 970 is not delivering on what is promised on the box, which is a problem for those dropping huge sums of money on video cards.

Mr. Huang did end up offering up a small mea culpa of sorts, ensuring this is not a pattern of behavior but just an isolated incident. “We won’t let this happen again. We’ll do a better job next time,” he promises.

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