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Here are the facts that I have, based on a conversation today with a representative handling ASRock's global PR activities. Bear in mind I can only speak for ASRock's intentions in Europe and can't confirm their plans for North America, Asia or elsewhere:
ASRock got into the GPU game with cryptocurrency mining in mind. Indeed, it was initially reported that they were launching mining-based SKUs. What I've been told -- and I confirmed this twice over the phone and again via email -- is that in Europe, ASRock has decided not to sell Phantom Gaming graphics cards commercially. They won't appear in online or brick-and-mortal PC retail shops. They are only intended for miners and industrial use. Furthermore, the minimum order quantity for these customers is 500 pieces.
Clearly this contradicts comments from the ASRock representative who spoke to Tom's Hardware Germany.
I'm not privy to the reasoning behind this decision, nor could my source comment on it. While I hate to speculate in an article disproving existing speculation, this could be a cautious business decision based on the current cost of memory and inflated prices of GPUs. To put it simply, ASRock may want to produce very limited quantities and ensure guaranteed sales for the time being until the market settles. They also may want to discourage sales on the grey market, which could adversely affect the image of their new brand by associating it with the existing perceptions of over-inflated GPU prices.
But again, that's my speculation and not an official stance.