Ironically, Intel's GPU business seems to be entirely in-house. Though maybe it too will get spun off in whole or in part.

As far as nVidia is concerned, they lost the privilege to be treated like a small fabless startup. They are regularly ranked as the highest valued company on the U.S. stock market. They clearly can make and sell the whole card themselves, so having GIGABYTE, ASUS, and co. hang around and take the heat for their business decisions feels pretty scummy. It's also clearly bad for the consumer, as Founders Edition cards actually do sell for MSRP. This partner crap is all an obsolete relic of a bygone era, being drawn out well past its prime.