Because Nvidia’s supply-limited cards are almost impossible to buy otherwise.

Nvidia is bringing back a tool for getting its new GPUs into the hands of gamers—weeks after the GPUs went on sale. The release at the end of January saw many stores running out of GeForce RTX 5090s and 5080s quickly,

It's basically a lottery system and, for the time being, is also probably your best chance at being able to actually buy a GeForce RTX 5090 or GeForce RTX 5080 graphics card, both in Founders Edition (FE) form.