Commercial system builders or component resellers sometimes overclock to sell items at higher profit margins. The retailer makes more money by buying lower-value components, overclocking them, and selling them at prices appropriate to a non-overclocked system at the new speed. In some cases an overclocked component is functionally identical to a non-overclocked one of the new speed, however, if an overclocked system is marketed as a non-overclocked system (it is generally assumed that unless a system is specifically marked as overclocked, it is not overclocked), it is considered fraudulent.
Overclocking is sometimes offered as a legitimate service or feature for consumers, in which a manufacturer or retailer tests the overclocking capability of processors, memory, video cards, and other hardware products. Several video card manufactures now offer factory overclocked versions of their graphics accelerators, complete with a warranty, which offers an attractive solution for enthusiasts seeking an improved performance without sacrificing common warranty protections. Such factory overclocked products often demand a marginal price premium over reference-clocked components, but the performance increase and cost savings can sometimes outweigh the price increases associated with similar, albeit higher-performance offerings from the next product tier.
Naturally, manufacturers would prefer enthusiasts pay additional money for profitable high-end products, in addition to concerns of less reliable components and shortened product life spans impacting brand image. It is speculated that such concerns are often motivating factors for manufacturers to implement overclocking prevention mechanisms such as CPU locking. These measures are sometimes marketed as a consumer protection benefit, which typically generates a negative reception from overclocking enthusiasts.
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