"In general" that is true but there is also the possibility of making a big saving by buying a new OEM product as I did with my GPU, or buying a used item on ebay. I know that there is a certain stigma attached to buying used items for many people but I have no problem with it. My current CPU cooler is a Corsair H100 I bought used and it works fine.Pricing, fair comment but you need to remember that all cards are similarly cheaper from most on-line suppliers so if a card is 20% cheaper than the recommended retail price then most of them from the same source will also be 20% cheaper, so whatever criteria they use for pricing, that would probably balance out.