https://www.pcgamer.com/nvidia-is-taking-an-enthusiast-approach-to-its-founders-editions-rtx-graphics-cards/

Details are still pouring in on Nvidia's new GeForce RTX cards based on its Turing architecture, and we know everyone is eager to compare performance numbers with Pascal. Those are coming. In the meantime, one interesting thing to note is how Nvidia is taking a different approach with its Founders Edition models this time around.

Previously, Founders Edition cards were essentially reference models, and it was up to Nvidia's add-in board (AIB) partners to spice things up with factory overclocks and snazzy cooling solutions. Not this time around.