Sapphire PR manager Edward Crisler told HUB that fear of rising prices is driving people to make poor decisions they will likely regret.

In a sprawling hour-long podcast covering GPUs, DRAM, RDNA 4 and AI, Crisler zeroed in on memory shortages as the real mood killer.

“There's a lot of uncertainty taking place in the market... Uncertainty will hurt gamers for six months. But I truly believe that within 6-8 months, the market will start to stabilise,” he said.

Crisler compared the DRAM jitters to the tariff chaos earlier this year, arguing that fear rather than facts pushed buyers into a frenzy. According to him, it was not tariffs themselves that broke the market but the uncertainty swirling around them.

He reckons the DRAM situation is following the same script and will ease up, despite industry chatter warning of shortages stretching through 2026, 2027 and even 2028.

“We've got to stop the panic… Don't buy because you have to buy. Put your money away. Relax. Play some games. Enjoy the system you've got right now....” Crisler said.

He warned that buying out of fear rarely ends well and pointed out that gamers have always found ways to adapt. Crisler described gamers as probably the most adaptable community on the planet, hardened by years of nonsense.

He pointed to the crypto mining era, when GPUs were not just absurdly expensive but practically impossible to find. Despite selling graphics cards for a living, Crisler insisted he does not want people buying GPUs or CPUs just because they are scared.

If gamers already have decent hardware from previous generations, he said, there is no rush to chase shiny new parts every year.

His advice was to wait for a real upgrade rather than burning cash on the so-called best gaming CPU or GPU every twelve months.

Crisler did concede that even when the market starts to stabilise, it will not snap back overnight.