A 25% markup in price for what??
Because they can. Because they are a global brand and they have much higher production capacity and reach than some other companies.
So it's cute that in the perfect virtual world of reviews and specs (and maybe on Amazon US or newegg) you can choose from 10 different 1650 Super models.
What happens in real world is: when you go to a large store that you usually buy from, especially to a physical location, there won't be any EVGA, Palit or Zotac cards. Shelves will be full of ASUS and MSI boxes.
This could be because EVGA isn't sold at all (no distribution to your country) or because the 100 items that local distributor managed to secure (priced at excellent $160), sold in 2 days. ASUS is able to provide a truck full of these Strix models, so they can ask $200. After 2 days that EVGA alternative is gone.
Do keep in mind that entry level cards aren't really aimed at large, rich markets with good availability of many brands (in stores like newegg, microcenter etc), because clients there go for higher models.