My guess is the AIBs are surprised at the pricing because it gives them little room for profit over the price Nvidia charges them for each chip.I do wonder if there's any credence to the rumors that some AIBs expressed surprise at NVIDIA's final pricing structure revealed during CES.
Makes me think that the initial price was supposed to be 2499 USD instead of 1999 USD. It'd be the only way these insane AIB markups make any sense.
Nvidia has pretty obviously been trying to close off the market to AIBs and only sell direct (cut out a middleman). It's a primary reason EVGA quit the market during the 4000 series and I'm sure the 5000 series puts the squeeze on even harder than the 4000 series.