What you're not getting when you hack your hardware to perform outside its bounds is the guarantee from the company. For example if you're sold a processor for $X dollars clocked at 2 GHz you're receiving an implicit guarantee that for Y years the product will be capable of performing every advertised combination of operations correctly. If you have a problem with this processor it is then reasonable for you to seek support for your problem/design etc. If you notice you can run this processor at 2.5GHz which would normally cost more money and for your application nothing appears to glitch you're welcome to do so. If you later encounter issues with occasional incorrect calculations you pretty much gave up the right to complain about that issue.
A similar example might be bolts for spacecraft. Many of the bolts for these spacecraft cost 100x more than the incredibly similar bolts one could obtain at a hardware store and often times may come from a very similar production line. The reason the spacecraft bolts cost more is because they've specified a very rigid set of minimum tolerances they require and stringent tracking requirements (if a bolt fails on one part of a spacecraft you may be able to get a list of every other bolt made in that lot, get the reference samples to test and find every individual location they were placed on that and other craft). It's not necessarily that the bolts cost substantially more to make but they do cost somewhat more to verify or select each piece from the line to meet the requirements. Even though hardware store customers might be able to buy bolts with spacecraft quality performance they just didn't pay to ALWAYS get bolts with spacecraft quality performance.
That said being a hardware person I'm not sure I feel the same way about software as many of the people here. It sort of feels like the primary argument is "hardware modification feels hard to me so its different". To me it seems like where it would be acceptable to modify a piece of hardware I own I should be able to open a debugger or disassembler and patch my software to enable any feature that's inherently part of the product (or new features if I wanted to add them). Now if that breaks updates, causes me to lose work or leads to problems I'd expect to be on my own like I would with hardware.
I'm sure my opinion isn't particularly popular, but changing a resistor and changing an if( premium ) to if( true ) just really don't seem all that different from where I am.
I think its the physicality of what he has done that causes this. To me it 'feels' like somebody modifying a thing he had bought to make it more useful - we do this all the time without any moral qualms, such as modifying a pair of jeans so they fit you better. Or you can pull apart cheap AA batteries to get more expensive watch batteries contained inside [1]. Nobody would dare claim such behaviour is immoral.
Yet somehow what this guy has done is skirting a moral boundary and using a keygen is widely considered 'wrong'.
1 - http://www.howtogeek.com/95390/hack-apart-a-12v-battery-for-...
When you buy (a license to use) software, (at least nowadays), you're paying for the right to use the software, not the actual bits on the disc/file.
When you buy hardware, you're paying for the materials and manufacturing effort that produced a physical thing.
Given that mass reproducing hardware is non-trivial compared to software, there is often little/no/paper-thin DRM on hardware. Thus the OP could modify his graphics card.
On the other hand, look at cell phones. Given their legal connection to a service contract that is enforced with SIM cards, providers have a convenient form of DRM to enforce limitations on modifications.
How would you feel about a binary patch that modified the driver to treat a card with the low-end PCI ID as if it were a high-end card?
However I don't think the same social contract exists for hardware. It might be part of the hacker spirit but hardware modifications are encouraged and often celebrated. People who make their BMWs drive faster than they should or make Blu Ray lasers into lightsabers are applauded in a much different way than software pirates. Again, I can't really explain the cultural distinction but I'm very aware of its existence and that's why I can't see any objection to this Nvidia hack.
Some might suggest Epson sell the printer at such a low price because they expect to earn money from the ink.