Nvidia Actually Listens To Its Customers, Will Again Let Them Use The Expensive Hardware They Own As They See Fit
from the it's-not-a-bug-it's-a-feature dept
Graphics card powerhouse Nvidia hasn’t been having very much fun lately. First, the company took an Internet wide beating from gamers after selling a 4 GB graphics card (the GTX 970) that wasn’t really a 4 GB graphics card, resulting in the $300+ purchase choking on high-end resolutions (or when using, say, Oculus Rift). After months of complaints and a false advertising suit, the company finally took to its official blog to acknowledge that the company “failed to communicate” its graphics card’s limitations to the marketing department and “externally to reviewers at launch.” Yeah, whoops a daisy.
Perhaps a bigger deal was Nvidia’s December decision to roll out mobile graphics card drivers that prevented paying customers from overclocking the cards they own. The ability for consumers to do as they see fit with their own hardware, Nvidia claimed at the time, was a bug in the company’s driver software that needed to be removed for the safety of the consumer (read: Nvidia got tired of processing returns and calls from idiots who didn’t understand things pushed to work harder get hotter than ever when in confined spaces).
The good news is that after being absolutely pummeled in the media for weeks, Nvidia has issued a statement in its forums saying that the company has had a change of heart and will reintroduce the “bug”:
“As you know, we are constantly tuning and optimizing the performance of your GeForce PC.
We obsess over every possible optimization so that you can enjoy a perfectly stable machine that balances game, thermal, power, and acoustic performance. Still, many of you enjoy pushing the system even further with overclocking. Our recent driver update disabled overclocking on some GTX notebooks. We heard from many of you that you would like this feature enabled again. So, we will again be enabling overclocking in our upcoming driver release next month for those affected notebooks.
If you are eager to regain this capability right away, you can also revert back to 344.75.”
While it’s certainly great to see Nvidia listen to customer feedback, you’d think that after years of catering to the obsessively-anal gaming community, Nvidia would know better than to keep making the same PR mistakes. When you cater the lion’s share of your business to technical enthusiasts capable of fact-checking your performance claims and PR fluff down to the millisecond, your marketing bullshit leash is notably shorter. It’s not entirely clear why Nvidia needs to be reminded of this every few months, but you’d think this lesson would ultimately find its way to the company’s central processor and take up permanent residence in system memory.