At the beginning of March, NVIDIA launched a new initiative (GPP) to "better serve gamers".  NVIDIA made their own blog posting to provide further details on the purpose of this program and why it's being forced upon the add-in-board (AIB) partners.  Here is what they had to say about it:

What does this mean? It means that your favorite brands are now NVIDIA exclusives if the add-in-board partners agree to their terms.  This means that brands such as Gigabyte Auros, ASUS ROG, MSI Gaming, etc. will now only come in an NVIDIA variant and no longer allow AMD graphics with that branding and/or design.

Why would a company that spent thousands if not millions on branding sign up for this and hand over their intellectual property?  Let's take a closer look and see what else they said:

Based on this paragraph, it's easy to read between the lines and see how NVIDIA could prioritize GPP add-in-board partners for new design, technology, and support.  For a company holding the majority of desktop gaming graphics, it means AIB partners don't have much of a choice if they want to stay competitive.

You can make up your own mind on what NVIDIA has to say, but I'm honestly not a fan of this move and it only seems like a power play by NVIDIA for market dominance in an already dominated market.