I had the same reaction. Haven't they been selling DGX boxes for almost 10 years now? And they've been selling the rack-scale NVL72 beast for probably a few years.[1]
What is changing?
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Cutting out the Vendor like SuperMicro or HPE, they are going straight to consumer now.
When nVIDIA sells DGX directly they usually still partner with SuperMicro, etc. for deployment and support. It sounds like they're going to be offering those services in-house now, competing with their resellers on that front.