Nvidia has taken an unconventional approach to selling its latest high-end graphics cards, the GeForce RTX 5090 and RTX 5080.
At the ongoing GPU Technology Conference (GTC) in San Jose, the company is offering these highly sought-after GPUs from what can only be described as a "food truck" sales stall.
The RTX 50-Series, the Food Truck, and the High Demand
With demand significantly exceeding supply, obtaining an RTX 50-series GPU at its recommended retail price has been nearly impossible. However, Nvidia has made 2,000 units available for direct purchase during GTC, with 1,000 of each model.
Attendees with a conference or show pass, which costs at least $1,145, can purchase one card each for $999 for the RTX 5080 and $1,999 for the RTX 5090.
These flash sales take place infrequently, with small batches released at random times, making the process as much about luck as deep pockets.
Nvidia’s Balancing Act Between AI and Gaming GPUs
The idea of high-end tech companies selling premium GPUs from a pop-up truck may seem unusual but underlines Nvidia's difficulty in balancing the production of AI-focused data center GPUs with consumer graphics cards.
With much of its resources dedicated to ultra-expensive AI chips like the B100 and B200, supply bottlenecks have left PC gamers and developers searching for accessible inventory.
The GTC sales event offers an opportunity for developers—who are critical to Nvidia's ecosystem—to get their hands on the latest hardware.
However, because of the limited stock, this practice is more symbolic than a practical answer to availability issues.
Given the hype around these GPUs, some may quickly emerge on resale platforms at inflated prices. Meanwhile, Nvidia's major focus at GTC remains artificial intelligence and industrial computing, with new workstations and mini-PCs on display.
Final Thoughts
For people who are fortunate enough to get an RTX 50-series card at GTC, it is an exclusive, little bit pricey experience.
While most food truck purchases don't exceed $1,000, Nvidia's high-tech "menu" seems to have no problem attracting buyers.