MSI debuted its flagship GeForce RTX 4090 SUPRIM Liquid X graphics card to gleaming reviews as one of the few custom-design RTX 4090 cards that fits inside a 2-slot design, freeing up expansion slots on your motherboard, thanks to its AIO liquid cooling solution. One of the most striking aspects of the card was its MSRP of USD $1,750, a mere $150 (9% premium), which made the card look like an overall great purchase, given that ASUS was pricing the air-cooled 4-slot ROG Strix RTX 4090 OC at $2,000 (25% premium). This had an impact on the SUPRIM's performance-per-Dollar calculations in reviews, in relation to pricier options. It turns out that MSI has revised the price of the RTX 4090 SUPRIM Liquid X a mere 1 week into its launch, increasing it by $185.

The card is now priced at $1,935 (20% premium over NVIDIA baseline), closer to that of the ASUS ROG Strix. This isn't a marked-up price by a retailer, but the latest price on MSI's first-party online store for the US market. Price premiums of custom-design RTX 4090 cards have been conservative across the board, particularly for a flagship card like the SUPRIM Liquid X, but a price revision this soon after launch doesn't go down well with buyers, and makes it seem like the card was underpriced just for the reviews—something ASUS avoided when they priced the ROG Strix at $2,000 right off the bat. And yes, we are mindful of the concept of introductory pricing, but only when it's advertised as such. An introductory price is meant to be disclosed to be as such, making buyers [and reviewers] aware that the card's actual MSRP is something else/higher. When we contact companies for pricing to use in our reviews, we clearly seek MSRPs, and not introductory pricing for the company to sell a tiny inventory at low prices, only to raise them a week later.Update 10:26 UTC: The price on the MSI website is now back to $1750. Those who bought the card at $1,935 are being refunded the price difference. More on this here.