Guys... this isn't rocket science. The measurement includes how long, wide, and tall it is. If the shroud sticks over the edge of the PCB, you're damn right they are measuring the longest/widest/tallest part. This is how it works and always has.
@ Neo - what are specifications missing that an image has again? Your first post mentions "clear actual GPU dimensions" and they aren't found. I just went to ASRock, MSI, Asus, Evga, and Giga and there are 'clear actual GPU dimensions' at all of those sites. the second 'detailed' post doesn't go into more
relevant detail...I don't care if it is mATX or ITX, the card's dimensions are the card's dimensions (same with the chassis). About the only reason I want to see the card is to know where and what orientation the power leads are as those stick out further than the card.
It benefits these companies to be as accurate as they can (and they are!) to prevent this exact issue. I've never run into a website reporting the wrong dimensions. Again, I'm sure an error has happened before, but if this such a big problem as it seems you and chrispy seem to purport, I feel we would see threads everywhere......but (again) we don't.
Should case reviews shove a ruler inside to confirm max GPU/PSU/CPU Cooler length/height? Come on now......
So, last time, cool beans that TPU added an image, but I see little value over looking up the specs. There shouldn't be a question on how these are measured.