Mourning the concept of affordability in the custom PC-building scene isn't a new trend; on the contrary, the eulogy for "Moore's law" was read years ago, around when hardware like NVIDIA's high-end GeForce RTX 40 Series graphics cards came with astronomical prices, and possibly even earlier than that.

If you've never heard of the term — named after Intel co-founder Gary Moore — it's a prediction (not really a law) of how computing power increases every few years by doubling transistor counts without a severe cost impact. Anyone who follows graphics card, RAM, or storage prices knows that dream is over.

On a more widely known subject, the demands of generative AI quickly became obvious as more models were widely adopted, and building them on local hardware is how that all gets started. Since then, our sister site, Tom's Hardware, has watched GeForce RTX 50-series GPU prices spike by up to 39%. Sure, MSRP always felt like a suggestion rather than a rule with GPUs, but it's getting worse.

Today's GPU for the price of yesterday's PC

As it stands, encouraging novices to build their first custom Windows rig is particularly difficult because it usually means settling for the absolute bare-bones, entry-level GPU to stand a chance of keeping your build under $1,500. No matter how many advancements NVIDIA puts into DLSS — which I maintain is still the best graphics upscaler on the scene — it can't solve everything.

Plus, all these GPU headaches come before you start the painful process of finding a storage drive and suitable RAM modules to pair with it. Once you start approaching $2,000, I generally nudge people toward high-end gaming handhelds like the MSI Claw 8 EX AI+ for something more entertaining. Then again, nothing beats the satisfaction of building your own rig from scratch.

Of course, the reality is that Moore's Law has its scientific limits. We can only go so far into microscopic process nodes before manufacturing hits the borders of what's currently possible. That doesn't excuse inflated prices, and a commercial obsession with artificial intelligence still pulls the brunt of that blame, but why isn't there any AI-free hardware for the rest of us?

Would any brand go against the grain?

Realistically, practically any functional computer can run a local AI model on its CPU, GPU, NPU, or a combination of the three on a single SoC processor. Much like the crypto-mining fad that saw graphics cards scalped for their usefulness in Bitcoin earnings, modern components are at the mercy of AI, and it's a bubble that shows no signs of bursting (whether I like it or not).

Since the advent of Intel's Arc graphics hardware, particularly the first-generation "Alchemist" A750, which powered my wife's gaming PC for years with gradually improving performance, I've become an advocate for what the brand is trying to do. It's a similar story on AMD's Radeon graphics side, as both have an opportunity to steal the entry-level market away from NVIDIA.

After all, if NVIDIA isn't under enough threat from its competition, why would there be any incentive to lower prices? Intel has made impressive advancements in its own XeSS upscaling tech, which is part of what makes Intel Arc G3-powered handhelds so appealing. If it could commit to more affordable discrete GPUs with its long-awaited "Celestial" range, it could shake up the game.

Then again, Intel's CEO, Lip-Bu Tan, seems more interested in a return to the memory business (via Tom's Hardware), which would push Intel's desktop graphics even further down the list of priorities. It's much the same story as NVIDIA's minuscule — if utterly dominant — consumer GPU business compared to its monstrous data center and artificial intelligence side.

Could gigantic desktop graphics cards even seem ridiculous a decade from now, when NVIDIA's RTX Spark chips become its main priority? Doubtful, but who knows? Either way, Moore's Law is seemingly dead, and regular consumers are eating the costs passed on from major manufacturers as the march towards AI psychosis continues. I'll keep my eyes peeled for any signs of that changing.

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NVIDIA CEO Jensen Huang seems to be everywhere these days, and there's often an interesting tidbit of history that gets revealed during his appearances.

The latest comes from last week's GiGO Akihabara arcade gaming event, where Huang made an appearance to help celebrate the institution's historic relationship with Sega.

At the event, which was also attended by Sega's current CEO, COO, and former president, Huang expressed his gratitude toward Sega (via Automaton Media) for helping make NVIDIA the tech giant that it is today.

I certainly never knew this, but Huang pins NVIDIA's success today largely on an early investment from the Japanese gaming giant.

One of NVIDIA's earliest mistakes nearly killed the company

NVIDIA began its run in 1993 with Huang at the helm, with a focus on creating GPUs to power 3D games. Unfortunately, at the time, the only 3D games to be found were in arcades.

Daytona USA, one of Sega's smash hits, arrived in North American arcades in 1994, and Huang explains that the NVIDIA team was addicted to the "beautiful 3D graphics and incredible sound."

With a clear goal in mind, Huang's NVIDIA received a stroke of good luck when it was asked by then Sega President Shoichiro Irimajiri to help create the Dreamcast console's GPU.

This isn't what saved NVIDIA. If anything, it nearly killed the company. After about nine months of collaboration, both sides of the partnership realized NVIDIA's tech wasn't going to be a good match for the Dreamcast.

As Huang explains, NVIDIA had been working on "forward texture mapping and curved surfaces," but the Dreamcast needed "inverse texture mapping and polygons.

Huang says he explained the predicament to Irimajiri plainly, and the two companies agreed to part ways. At least on the Dreamcast project.

Here's where history could have gone two ways. Realizing his company was in dire need of funding, Huang asked Irimajiri and Sega for an investment package. It was approved, and Huang says without it, "the company likely wouldn't exist today."

Where would video games be without NVIDIA ... and Sega?

Following Huang's history lesson, he revealed the real reason for his visit to Japan. It appears that the Japanese government and NVIDIA are prepping an announcement for a major partnership involving AI and robotics.

Go figure. NVIDIA is currently the world's most valuable company, and that value is built largely on the back of GPUs designed specifically for AI workloads.

As NVIDIA continues to print money with its AI sector, its gaming division has come under fire recently for its AI-soaked DLSS 5 upscaling technique.

I've been saying for years that AI in games isn't going anywhere, but that doesn't really make it a pill that's any easier to swallow. No matter what you think about NVIDIA, the video game landscape probably wouldn't look anything like it does today without the company that created CUDA and drove the ray tracing revolution with its RTX hardware.

And for that, we can thank an investment from Sega more than 30 years ago.

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