In all other cases, with Nvidia's greater margins on FE cards (as they make the chips) and the ability to sell for far lower without losses over AIBs, and then dictating the market pricing as per their suitability, screwing over AIBs again in the process because they now have to sell at a loss, is just bad business.
Apart from this, Nvidia has repeatedly discouraged enthusiast efforts from AIB engineers to innovate, like dual-chip cards, increased VRAM buffers so in the end the customer is in fact at a loss, because we miss out on such innovations.
These innovations aren't just for enthusiasts. If EVGA can make more margins on their innovative crazy products, they will discount their close-to-MSRP lineup to push volumes because they can make up for it at the top end.