I had the opposite experience with their warranty. I had an EVGA PSU die after less than a year, called them for warranty replacement, and they point blank refused to provide service unless I signed up for an account on their website, the sole purpose of which as far as I could tell was to harvest data for marketing purposes. I had the original proof of purchase, receipt, retail box, etc, but they didn't care. So I just don't buy EVGA products now, which isn't hard since I also don't buy Nvidia products. And it's certainly possible that this is standard (bad) practice now, but I haven't had any other PC parts fail under warranty.

That being said, I think this is a good, principled move. Nvidia is infamous for being unpleasant to work with, but their overwhelming dominance of such a large market forces people to do it anyways, so it's nice to see someone stand up to that.