Gigabyte has recently utilized some clever marketing tactics to poke fun at Asus following problems that users experienced with Asus’ PCIe Q-Release system. In a new promotional video, Gigabyte depicts the resilience of its PCIe slots by demonstrating the installation and removal of a GPU a staggering 100 times without any reported issues.

This demonstration contrasts sharply with Asus’ recent controversies, which had many consumers reporting wear from their PCIe ready systems. Initially, Asus faced criticism over claims that their Q-Release design could “grind GPU contact pins”. Asus later confirmed that they would cover any resultant damages but did not escape Gigabyte’s marketing spectacle.

Moreover, the motherboard in question from Gigabyte is the Z890 Aorus Elite WiFi7 Ice, aimed at Intel Arrow Lake builds. Utilizing a price-competitive strategy, it emphasizes long-term reliability, differentiating itself from its AMD competition.

As ASUS continues to assert that the wear experienced does not influence performance, new users remain concerned about the potential impacts on premium graphic cards, particularly with high-value components like the RTX 5090.

Quotes from Gigabyte Marketing:
“Game on with confidence! 🚀 With our renowned DIY-friendly and Ultra Durable design, you’ll enjoy a smooth, hassle-free build with rock-solid reliability.💪 No more worries about gold finger paint peeling or scratches from metal edges—our design provides complete protection for…”

• Gigabyte Official Account via Twitter

This interesting turn of events showcases how companies might leverage others’ missteps to promote their products effectively while addressing customer concerns.