Well, this is an interesting turn.
Kyle from HardOCP went into Best Buy in the US and bought two NVIDIA branded GPU's - not an Asus, Gigabyte, Galaxy or any other add-in-board partner, but a direct from NVIDIA card.
He called the tech support number on the side of the box and the guy on the other end said NVIDIA did not sell video cards - but obviously they do.
New stuff is coming through, Kyle has a very personal article written up which can be found here
More news will follow as the story breaks. I'll edit this post instead of creating another - stay tuned!