Even after GTX 970 owners were complaining about performing dips after their applications consumed above 3.5 GB of video memory, the leading graphic chip maker for desktop and laptop computers is still not accepting fault that it mislead customers into believing that they were purchasing a high performing graphics card in an affordable $329.99 package.

When NVIDIA rolled out its graphic cards that belonged to the Maxwell architecture (the GeForce GTX 980 and GeForce GTX 970), the company's flagship GPU featured a price tag of $549.99, creating a price disparity between the two products. Sacrificing a little gaming performance and saving a ridiculous amount of money meant that several thousand consumers decided to settle with the GTX 970, although the purchase that was intended to be a prudent one ended up backfiring.

After reports came out that PC gamers' systems were suffering from performance issues after applications using the video frame buffer of the GTX 970 exceeded the 3.5 GB mark, NVIDIA officially claimed that the GTX 970 was designed to run this way and that despite possessing 56 ROP units, a 224 memory bus width and 3.5 GB of video memory, the graphic card is still an extremely capable product.

While the original packaging of the product suggests that the GTX 970's video RAM comprises 4 GB, the remaining 0.5 GB is accessed at a very low memory bandwidth, which is culpable for the frame dips being experienced by gamers. According to information posted by Heise.de, one of the paramount reasons why NVIDIA will not proceed to give out a public apology is because it is very likely that sub vendors will require the company to pay compensation for material and other costs that were incurred in making the GTX 970.

Furthermore, sub vendors also earn a severely low profit margin with each graphic card sold and if NVIDIA does manage to start compensating for the aforementioned costs, it will be NVIDIA who will be suffering crippling losses.