At a recent ASUS collaboration event, I got up close with the most expensive consumer GPU ever planned. Here is what it feels like to hold a $9,000 AUD graphics card.
While the crowds at the recent ASUS x Hatsune Miku collaboration event were busy taking photos with the anime-themed PC builds, I had the unique opportunity to handle a piece of hardware that was quietly stealing the show: a prototype of the ASUS ROG Matrix GeForce RTX 5090.
The “Matrix” series has always represented ASUS’s absolute engineering peak—a “money is no object” showcase of speed and cooling. But this new Blackwell flagship is in a league of its own.
While the unit on display was a pre-production model, the specs and build quality gave us a terrifying glimpse into the future of ultra-enthusiast gaming.
The Physicality: A “Svelte” Brick
The first thing you notice when holding the Matrix 5090 is the density. Unlike the air-filled shrouds of the standard TUF or Strix cards, the Matrix feels like a solid block of metal.
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Design: It features a striking, curvy aesthetic that pays homage to the legacy Matrix cards (specifically the EN9800GT era), moving away from the “cyberpunk sharp angles” of recent years.
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Cooling: It is an All-in-One (AIO) liquid-cooled hybrid, but the pump block integration is seamless. It uses a quad-fan push-pull configuration on the radiator to manage the immense heat output.
The Power Specs: 650W is Just the Start
The specification sheet next to the prototype confirmed what many feared: a 650W TDP.
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Dual Power Input: The card is designed to draw up to 800W when fully unlocked for overclocking.
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Cooling Requirement: This isn’t a card you put in a mid-tower. It demands a chassis with serious airflow and a Power Supply Unit (PSU) of at least 1200W—ideally 1600W to handle transient spikes.
The Innovation: Removable BTF Connector
The most fascinating technical detail is the Removable BTF (Back-To-Future) Connector.
ASUS has been pushing its “Cable-Free” BTF ecosystem, where power is delivered through a special high-wattage slot on the motherboard rather than visible cables. However, the Matrix 5090 solves the compatibility issue:
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The Mechanism: The high-power gold finger (GC-HPWR) is actually an adapter.
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Standard Mode: You can remove the adapter and use standard 12V-2×6 cables if you have a regular motherboard.
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BTF Mode: Attach the adapter, and it slots directly into a compatible ASUS BTF motherboard for a completely wire-free look.
This hybrid approach ensures that a card this expensive isn’t locked to a single motherboard ecosystem.
The Price: For the 1% Only
The projected price tag discussed at the event was a striking $9,000 AUD (roughly $6,000 USD).
This places the Matrix RTX 5090 firmly out of reach for 99.9% of gamers. It is a halo product—a collector’s item designed to break world records on 3DMark, not just to play games.
Conclusion
Handling the ROG Matrix RTX 5090 felt like holding a concept car. It is impractical, excessively powerful, and wildly expensive. But as a statement of what is technologically possible in 2025, it is undeniably “cool.“
Would you ever spend $9,000 on a single component? Let me know in the comments below.
I got to hold a 5090 Matrix prototype, but it wasn’t the final design.
The shape and color also resemble an old-school mercury thermometer.
The 5090’s temperatures will likely resemble a thermometer at its maximum reading.
It appears quite large in your hands.
My hands look small next to that card.
As far as I know, they won’t be sold. You can only get them through giveaways and similar promotions.
The team mentioned it was valued at $9,000 AUD.
I recall that when the 5090 Matrix was first announced, several articles mentioned it would be exclusive to giveaways as a limited anniversary edition. However, that may have changed since then.
Update: I just revisited the article links I had shared with a friend, and that specific article is no longer available. It seems the plan has been revised. I’m a bit frustrated now—had I known, I might have held off on buying the Astral and tried for the Matrix instead.
They’d have to stop me from bolting out of there with it.
You should have done that.
Why is it $9,000 AUD?
Consider $9,000 Pokémon cards—that might put it in perspective.
“Got to hold it” makes it sound like you’re holding a magical artifact. Congratulations on being allowed to touch it, I suppose.
It was a magical experience for someone like me to hold a GPU worth more than some of my organs.
It’s unfortunate you feel that way, but to each their own.
Is it priced at $9,000 AUD already?
At the event, they told me the same thing.
That’s the first price leak we’ve seen. It also confirms that we Australians will have stock of the item.
This likely isn’t a standard retail item. It appears to be valued around $9,000 and is probably obtainable through special events.
That is the final design. It’s the 30th Anniversary Edition, which is limited to 1,000 units and releases at the end of October, if I recall correctly.
The cooler is shaped that way as a throwback to the original EN9800GT Matrix.
Its TDP is 800W when using both the BTF/GC-HPWR connector and the 12V-2×6 connector, a feature exclusive to the Matrix cards.
It’s interesting that they made an enthusiast card from what was essentially a midrange 9800GT chip. I’ve never really understood the appeal of heavily upgraded non-flagship cards.
The flagship model will likely end up in crypto mining rigs or with scalpers. That makes a mid-range card more accessible and, in my opinion, more desirable as a limited edition.
The 9800 series was great in 2008, before the crypto boom. Back then, you could always buy flagship cards at MSRP, which was typically under $500.
Thanks! I also noticed that the ROG display at the elbow bend was just a metal sheet. I’m not sure about the details, but I didn’t get a chance to take another photo of it.
The part I held was just metal.
This is a significant oversight in advertising. A simple sticker would have sufficed. Unless I’m mistaken, and it actually was just a sticker and not a display?
He clarified that the model he saw wasn’t the final design; the one he posted here is.
Asus representatives mentioned a 650-watt power draw, so the card may have been tested up to 800 watts.
I got to hold a 5090 Matrix, but it wasn’t the final design.
I did the same thing.
That design is truly hideous.
Could you share the BIOS details?
I didn’t get to test it because it was on display.
It’s worth a try.
The ATI HD4000 series reminds me of this situation.
Some of my information may be incorrect, so please feel free to correct me.
Chrunchyhobo has already covered this.
That’s my old GeForce 9600 GT Matrix! Look how much it has grown. It also gained a subtle 8,200% performance increase.
That’s a very subtle 8200% increase. I don’t think you’ll need to upgrade.
The rounded end isn’t very pleasing to the eye.
For the insane price and bleeding-edge performance this card promises, it’s disappointing that Asus limited it to only 600W, or 800W with the proprietary BTF connector. Why not allow for 1000W? More importantly, why rely on a proprietary BTF connector instead of a standard dual 12-pin design? If this is truly meant to be an all-out, max-performance 5090, why design it in a way that restricts its potential unless you use Asus’ specific motherboard?
The circular end not being flush with the top or bottom really disrupts the overall design.
I would love to see designs like that. Most recent designs feel like futuristic bricks.