Yes, soon after posting I realised I was referring to Asus/MSI/Palit etc. rather than Nvidia. It means either two levels of auction or the Nvidia chip sale is a % of the end unit sale.
It's a Taiwanese company around since the 90s. They may be more Europe focused with a German office. I've never heard a US reviewer mention them but in the UK, they offer cards cheaper than the other brands. Beyond that, I don't know much about them. I've bought a couple of their cards and never had an issue so they get a thumbs up from me for N=2.
I've never heard of this brand, are they big in regions outside North America? Or do they function as an ODM for other brands?