PITY THE graphics card manufacturers. Chipmakers ATI and Nvidia have made it so easy to build cards, by providing reference board designs and other help, that almost any company can make a card. And those easy-to-use reference designs mean that there's sometimes very little difference (in price or performance) between competing graphics cards. Manufacturers are trying a variety of approaches to make their products stand out from the crowd. Quite a few are boosting the speed of their cards, selling them with core and memory clocks around 10 percent above the reference design. Others add features, like enhanced cooling.