For the longest time, manufacturers used nVIDIA's reference because it saved them time with PCB layout. Why money redesigning something that is already works and is already validated? This time around though, it seems like many manufacturers are reworking the stock FX 5900 Ultra's PCB by using the FX5900 non Ultra layout! Please remember that the only difference between the FX 5900 Ultra and non Ultra is a relatively insignificant 50 MHz core speed. Because the GeForceFX 5900 Ultra is extremely complex, nVIDIA took it upon themselves to manufacture all first generation GeForceFX 5900 Ultra videocards. This is why all cards look identical aside from a few stickers. This was done as because one of nVIDIA's teir one manufacturing partners had some serious quality issues with their GeForce 4 line of videocards. When manufacturers are ready and able to take over from nVIDIA, nVIDIA will stop supplying the videocards.