crystal liu

Intro
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this video is brought to you by Aura hi welcome to another episode of Cold Fusion
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220% that's the astonishing increase in the share price of the California based chipm giant they've secured the position
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as the highest performing stock in the S&P 500 for 2023 traditionally Nvidia is the company
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behind companies it Powers Netflix Adobe Airbnb NASA and even Kellogg's cloud
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services for those outside the tech space Nvidia is probably the largest company that you've never heard of
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according to Amazon more than 90% of Fortune 100 companies use AWS or Amazon
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web services which is powered by nvidia's Hardware today Nvidia helps power AI systems like chat GPT and
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partners with Google too it's also used in Amazon's robot warehouses in summary
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Nvidia is a much bigger deal than most people realize they're not just a company that makes graphics cards for
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gaming even though that's what they've become known for they're selling shovels in a gold rush providing the
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infrastructure for the digital age and for that today Nvidia is worth over $1
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trillion while there are questions of whether a company with a $1.2 trillion market cap is part of a bubble there is
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no doubt the influence Nvidia has had on the wider industry from very nearly
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going bankrupt in 1995 it's been a remarkable turnaround in this episode we
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explore nvidia's extraordinary Journey from technical Feats to price controversies unveiling the company's
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true size and [Music]
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history the 1990s a decade of fuzzy TV dial up internet and beige
History
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boxes those of us who grew up in this decade also witnessed the evolution of the personal computer in the early '90s
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r rendering a file browser window or chunks of text was about all the graphics that you would need CPUs were
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powerful enough for that unless you were in the animation or engineering industry there was no need for complicated
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Graphics if you wanted that video game consoles were the answer but what if
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there was a separate Hardware processor that could easily bring Graphics to the personal Computing
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World tucked away in sunny California a trio of Engineers Jensen hang Chris
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malachowski and Curtis prum were thinking the same thing they would meet at a local Denny's where endless cups of
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coffee fued their conversations at one of these meetings the trio noticed something a CPU which is the heart of
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the computer is designed as a general purpose processor that can only tackle one task at a time a method known as
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serial processing at the time generating 3D graphics for video games placed
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tremendous repetitive math intensive demands on CPUs if there was a separate chip that could do parallel processing
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it would be a game changer in other words this chip would divide complex tasks into smaller ones
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and carry them out at the same time this approach is far more efficient for tasks like rendering 3D Graphics where many
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calculations can be done at the same time this new chip wouldn't replace the CPU but would complement it for
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graphical tasks this would later be known as a GPU and this idea was the
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beginning of Nvidia it was a simple idea with modern hindsight but it would revolutionize not only Computing but
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computer science over the next 20 years but right now nvidia's Focus was
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on the gaming experience on PCS in the '90s and that market had potential big
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potential so in 1993 in a condo in Fremont California Nvidia was founded
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with the idea of applying the use of parallel processing gpus inh home
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computers fun fact the name Nvidia is actually the port Mento of nvy short for
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next version and Invidia which means Envy in Latin you'll notice all the
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green on their logos this represents the Envy which they hoped everyone would feel due to the computing power their
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2E free trial thank you all right back to the
Founders
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video nvidia's Founders were top Engineers Jensen hang a Taiwanese
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American electrical engineer had a track record as the Director of core Weare at LSI logic and a microprocessor designer
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at AMD remember the name LSI logic this company would prove pivotal to Nvidia
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making it off the ground at all the two other Founders were also capable Chris malachowski brought
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engineering expertise from his time at HP and Sun Microsystems and Curtis Prim
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was a former Graphics chip designer at IBM and Sun Micro Systems though being a
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qualified engineer is one one thing but launching a startup is another and this is something that invidious Founders
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learned firsthand in fact at first they weren't even sure what to do so they
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hired a lawyer to come to one of their meetings in 1993 the first step was incorporating the company to get the
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ball rolling they needed some initial Capital to Value the company's shares Jensen hang had $200 in his pocket which
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he handed to the lawyer this modest sum not only got the Company Incorporated
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but also earned hang at 20% stake in
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Nvidia The Next Step was to get the company funded this process however was not easy as nvidia's Founders soon
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learned Venture capitalists weren't interested in polished business plans instead they banked on their Founders
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reputation past success and a Grand Vision big enough to be worth the risk
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Nvidia would eventually secure $20 million in funding from Sequoia capital and Suter Hill Ventures to an outside
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this seems absurd How could a brand new company secure $20 million in funding
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just like that in reality it was Jensen hang's previous connection to LSI Logic
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the company that I mentioned earlier that made the funding possible Jensen would reach out to lsi's CEO who would
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arrange a meeting with Sequoia Capital Sequoia had previously invested in LSI logic which delivered a record-breaking
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$150 million return through its IPO with hang's reputation within LS
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Sequoya was willing to listen when he came knocking at first sequoia's founder was skeptical about investing in a
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graphics card company but they eventually took the Gamble and invested an initial sum of $2 million followed by
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a further $18 million what I'm going to say next is some key context here this was a very risky decision at the time
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there were 89 other companies with similar Ambitions to Nvidia but the fact of the matter is except for AMD and
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Nvidia none of these other companies would survive when Nvidia went public in 1999 it was valued at 600 million so the
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risk of the initial investment paid off handsomely multiplied by 100 times handsomely but we're getting ahead of
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ourselves at this stage in the story Nvidia was just a small group of
Nvidia NV1
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Engineers after receiving funding it took Nvidia 2 years to build a team and create their first product the nv1 which
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was officially launched in 1995 during the development of the nv1 chip Nvidia secured a deal with Sega
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this was to manufacture nv1 chips for their gaming consoles these chips were intended for games such as virtual
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fighter and Daytona the thing was nv1 chips were also available for computers so that
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means you could play Sega Saturn games natively on your PC in 1995 for context
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the first PlayStation only came out a year earlier till this day I don't think I've seen anything similar done since
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it's like if Sony was to build a computer graphics card and you could slot that into your desktop and play PS5
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games natively but there was a problem though Nvidia chose to use a quadrangle
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based image rendering architecture for their nv1 chips and Sega was not pleased with this regardless nvidia's leadership
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refused to change their decision so the question is why did they choose to render polygons in quadratics instead of
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triangles well that choice is explained in this video by lazy game reviews this uses quads or squares
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instead of triangles to speed up rendering by reducing the CPU workload at least in theory this results in fewer
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polygons and renders better rounded objects so you could actually make
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things with squares instead of just a bunch of triangles everywhere and at the time with uh a lot lower speeds of CPUs
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and memory clocks and all that stuff it made sense to use squares instead of triangles at least in some situations to
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get better rounded uh objects or models in your game because triangles you had
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more processing power required now as memory got better and better this made little sense and it also kind of made
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little sense at the time because this meant that there was no support for openg GL they didn't even want to
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include it I read a statement by Nvidia and SGS Thompson saying that they didn't think consumers would need opengl at all
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so they just didn't bother with it and then by the time direct 3D came along and direct x uh this couldn't do that
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either because it didn't support rendering through quads only through traditional triangles and those types of
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polygons they did release a driver or a patch for it to update it to run directex but only through software so
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you're effectively running a hardware accelerator in software mode to run Hardware accelerator direct X direct 3D
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stuff it made no sense despite the Innovation the project was an abject failure it was designed to
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be a jack of old trades combining 3D Graphics video and audio processing and a host of other functions into a single
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chip as Jensen hang would later put it it was an octopus complicated multifaceted and perhaps too ahead of
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its time the end result was a failure to capture the Market's attention what the market did want was something much
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simpler they wanted a dedicated 3D Graphics chip they didn't want an all-in-one solution like the nv1 chip
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aside from that it was overpriced compared to the competition to make matters worse The
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Wider industry was moving in a different direction Microsoft had recently introduced direct x a new API that
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favored a triangle based standard for 3D Graphics rendering it made coding for graphics easier for developers so they
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naturally flocked to it this shift meant that the nv1 chip was incompatible with direct X as a result many existing games
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suffered from performance issues or were outright unplayable on nvidia's new chip the incompatibility was a significant
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blow to Nvidia their customer partner Diamond multimedia returned the vast majority of the
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250,000 nv1 units they had purchased they cited poor sales and a lack of game
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support this return nearly bankrupted Nvidia forcing them to lay off 40 of the
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80 employees and leaving them with a stockpile of unsellable chips in essence
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it was a 10 million doll disaster amidst the turmoil Nvidia was in the process of
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developing the nv2 chip for Sega but it too was based on the same outdated
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quadrangle architecture Nvidia now knew that they had to Pivot to survive Jensen
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hang had a major problem here in a hail Mar move he approached sega's CEO with a
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request let us be released from the contract but with full payment Nvidia desperately needed this money to keep
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the company afloat in an act of extraordinary kindness sega's CEO agreed to hang's request this act of generosity
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allowed Nvidia to redirect it focus and resources towards a path that aligned with the industry's direction if Sega
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pulled out their investment at that time Nvidia would have ceased to exist overall the nvy 1's failure became a
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critical learning experience for NVIDIA they realized the need to understand customer needs and market trends this
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shaped Nvidia strategy moving forward I think it's pretty wild how close Nvidia came to failing and now being worth over
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a trillion dollars making the decision to listen to the market and focus on PCS
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was the start of their [Music]
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success after their initial failure Nvidia chose to launch into the PC industry this time with a
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straightforward product the PC market was booming and all they had to do was lie in weight and pounds at the right
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time in 1999 Nvidia entered the PC graphics market with the GeForce 256
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graphics card this card wasn't just a hit it transformed the the landscape as
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the first programmable graphics card it also popularized the term GPU or
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Graphics Processing Unit it allowed both regular Gamers and developers to explore
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new possibilities with shading and lighting effects this significantly enhanced the gaming
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experience as Nvidia rode this wave of success the company went public in the same year by 2000 Nvidia had secured a
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major deal to develop Graphics hardware for Microsoft's Xbox game console this
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deal gave Nvidia a substantial $200 million Advance a far cry from the
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previous game console effort with Sega the Xbox would launch in 2001 with a
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custom console ready chip called the nv2a with this success as a Launchpad
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Nvidia thrived throughout the 2000s they played a key role in crafting Sony's Playstation 3 processors massive brands
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in the computer industry like apple Dell and HP started using nvidia's
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gpus the company continued to grow from strength to strength let's take a look at the strategies and technologies that
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got them there one of nvidia's most important
Fabulous Chip Company
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strategic decisions was to operate as a fabulous chip company so what is a fabulous chip company well fabulous chip
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companies design the chips but they don't physically manufacture them Jensen hang nvidia's CEO was very particular
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about this decision a decision to drastically keep costs down in nvidia's
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case tsmc or Taiwan semiconductor manufacturing company has been their manufacturing partner for the last three
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decades tsmc is the world's largest and most advanced semiconductor Foundry it
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provides Manufacturing Services for other big chip design companies including Apple AMD qualcom and
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others tsmc played a major role in nvidia's continuous success as they have the best manufacturing capabilities on
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Earth Jensen hang knows this well in his own words quote Nvidia today would not
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be here if not for the pioneering work tsmc
CUDA
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did while nvidia's manufacturing was outsourced the company could direct resources to Innovation they began to
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shift their focus Beyond gaming chips and Graphics they realized gpus and the parallel processing power they possessed
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could be used for so much more Nvidia now sought to give developers the tool
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tools and software to harness the full potential of the GPU in 2006 Nvidia launched a software
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tool kit called cuda prior to Cuda programming a GPU required a lot of
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tinkering and was a real headache for coders it involved complex low-level
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machine language or apis but with Cuda it became much easier to write programs
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that could run on gpus using standard languages like C C++ and Java the impact
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many more applications rather than just Graphics could use parallel processing power it opened up possibilities for all
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sectors that required dealing with huge amounts of data the trend started in 2008 when the Tokyo Institute of
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Technology used Cuda accelerator gpus for their supercomputer to Bame
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1.01 since then many other data centers such as Amazon web services Google Cloud
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platform and Netflix have adopted gpus for various applications these include cloud computing machine
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learning video streaming and web search but the real acceleration came about
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with the AI boom 2012 is the year that many consider
Alexnet
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the Big Bang moment for AI this was also the year that nvidia's Innovations would
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be involved in a significant AI breakthrough this breakthrough happened at imet an annual Global competition
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where teams from around the world would compete to see how well their software could recognize objects and scenes and
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images Alex keski a PhD student at the University of Toronto at the time
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participated in the competition with a novel approach he leveraged the power of gpus to enhance the Computing efficiency
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of his deep learning neural network alexnet deep learning is a process where
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computers can learn by themselves without the help of programmers by connecting two Nvidia GeForce GTX 580
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gaming cards to his computer Compu kesy was able to process Alex Net's neural network with 1.2 million images the
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result was remarkable at the time the image recognition accuracy showed a 15%
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error rate down from 25% the year before it's laughable today tools like
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chat GPT Google Gemini and even Google lens can do that now with much more
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accuracy but back then it was revolutionary it was this event that
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thored the AI winter after Decades of experts accepting that neural networks would never be practical this proved
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them wrong the Nvidia GeForce GTX 580 cards were significant because they were
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optimized for Cuda which of course allows for the implementation of parallel algorithms they were crucial
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for deep learning tasks performed by alexnet AI now the door had been swung wide open for many possibilities in deep
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learning applications and Nvidia was ready for it the Strategic time and investment into Cuda and the software
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ecosystem around it was paying off nvidia's gpus are now the deao
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standard for training and deploying generative Ai and large language models for example open AI renowned for chat
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GPT uses a100 series gpus and this is for the rapid and widespread deployment
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of their AI models after chat GPT burst into the scene in November 2022 all of
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the major tech companies hoping to jump on the AI hype scrambled to get their hands on nvidia's gpus the a100 gpus
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were especially flying off the shelf Microsoft alone was using a whopping 10,000 of them one single a100 unit
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would cost $110,000 and Nvidia was selling hundreds of thousands of units
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as a result of this frenzy nvidia's sales soared to $13.5 billion in the
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quarter ending July 2023 that's a staggering 101% increase from the year
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before on May 25th their stock obtained $184 billion in market value in just one
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day and finally on May 30th 2023 Nvidia became the sixth company in the world to
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reach that magic $1 trillion market cap joining the likes of Apple Microsoft
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Amazon alphabet and Tesla at the time of writing in December 2023 the company is
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worth $1.15 trillion nvidia's impact on the healthcare industry is also notable
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in 2022 a genomic sequencing technique by Nvidia set a Guinness world record
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for the fastest DNA sequencing completing the feat in 5 hours and 2 minutes nvidia's chip technology has
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impacted further Fields the Tegra chips once designed for mobile phones Drive major e-commerce operations and
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self-driving cars Tesla used those chips to power their model 3S from 2016 to
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2019 Tesla now uses its own chips but Nvidia provides semi-autonomous driving
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Technologies for other automakers like Mercedes-Benz so how is such a company
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run how were pivots made so quickly to serve so many sectors with on10th the
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employees of Microsoft let's take a quick detour into nvidia's management style as I think it's quite
Team Management
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interesting Jensen hang CEO manages a team of 40 directly and he believes in
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the power of a flat organizational structure there's no exclusive meetings with just VPS or directors anyone can
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join and pitch in no career advice sessions either because as hang puts it
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his management team has already aced he also opts for a more Dynamic approach by encouraging anyone in the company to
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shoot him their quote top five things on the fly when it comes to information flow everyone is in the know at all
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times this ensures that information Zips around quickly there's no planning cycle
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such as a grand 5-year or one-year plan it's all about being agile and adopting to the ever evolving business and market
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conditions especially in the rapidly changing field of AI Jensen also has an
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eye for top-notch talent and keeping the team lean though amidst the postco economic slump major Tech firms like
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Facebook Amazon and Google dismissed thousands of workers in contrast Nvidia
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pledged to avoid layoffs or salary reductions promising raises for staff
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instead since their layoff disaster in 1995 with the Sega chip nvidia's
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internal operations in regards to this has changed drastically an example of this was in
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2008 when nvidia's Tegra chip failed Nvidia was hoping to enter the mobile industry and created the Tegra
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smartphone chip as aside there was actually a Tegra powered Android tablet called the Asus transformer I had one of
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these back in the day and I found the performance to be pretty underwhelming many others must have thought so too
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because the chip failed to gain traction and flopped a team of more than a thousand Engineers were responsible for
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the development of the Tegra series instead of getting rid of them after the chips failure Jensen retained the team
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and encouraged them to explore new avenues that team later collaborated with nvidia's existing Automotive unit
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and together they would create chips for self-driving cars so we've touched on a
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lot of what Nvidia is involved in and what they've been doing but there's still one key sector that we need to talk about their original Focus
Gaming
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gaming
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although Nvidia has Diversified they have not totally abandoned the gaming Market gpus are still at the core of
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their business in 2018 Nvidia launched the RTX series of graphics cards
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popularizing a technology called Ray tracing Ray tracing is a demanding technique that simulates the paths of
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light it creates more realistic Shadows Reflections and effects previously this usually wasn't a
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real-time effect it was only mainstream within the 3D art and animation sectors
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in Jensen hang's view raate tracing was only possible because of nvidia's research in physics simulation and
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artificial intelligence he explains that Nvidia uses AI to generate seven out of eight pixels in a scene based on one Ray
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traced pixel it's like a jigsaw where the AI fills in the missing pieces Nvidia also popularized the AI
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upscaling of video games in real time a process called dlss in theory it allows for sharper
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higher resolution games without the computational load but in all of this there's been an issue with nvidia's gpus
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and now we get into the
Controversy
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controversies the year is 2018 and the crypto mining boom is at its height miners rushed out to buy as many gpus as
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they could to make some cash as a result demand for gpus went through the roof and the supply dried up for those who
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normally use them that is Gamers prices soared by upwards of 71%
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in some cases amidst this surge nvidia's Gaming revenue increased by 26% to 1.65
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billion Nvidia would tout that the initial 2018 growth in Revenue was caused by the gaming market and they
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downplayed the effects of the crypto Boom the real cause of the revenue boost with this wording Investor's ability to
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accurately evaluate the company's performance was compromised their unknowingly risky Investments eventually
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crashed along with the crypto crash this incident attracted the attention of the US Securities and Exchange Commission
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and Nvidia was charged with unlawfully shrouding information Nvidia would settle in 2022 by paying a $5.5 million
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penalty and they didn't admit any guilt or wrongdoing but they did agree to improve their revenue Source
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disclosures in response to this in 2021 Nvidia decided to introduce a dedicated
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cryp cryptocurrency mining processor or CMP Line This was supposedly to address the shortage in gaming cards but at
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$4,300 per CMP crypto miners would just rather buy regular gaming graphics
Jensen Huang
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cards Jensen hang is the only CEO of a tech giant who has been at the helm
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since the company's Inception it's been 30 years and his long and successful leadership has also attracted some
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criticism over the the years one of the most controversial aspects of his management style is his Relentless
27:02
pursuit of profit which sometimes borders on Greed after being fined by the SEC the lack of transparency left
27:09
many investors feeling misled and aside from this The Gaming Community in particular is not thrilled for shelving
27:16
out so much for their graphics cards there's an unmissable chatter online conveying that Nvidia cards are just too
27:22
overpriced especially in the mid-range sector where AMD are more competitive a not incident that brought hang's
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business ethics into question was the 2022 Fallout with EVGA EVGA was a key
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partner in producing nvidia's gpus they chose to sever ties with Nvidia and withdraw from the GPU Market this
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decision according to EVGA CEO Andrew Han was rooted in principle stemming
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from nvidia's unsatisfactory communication about contentious pricing
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strategies such controversies have cast a shadow over hang's leadership challenging the Integrity of of his
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profit-driven approach maybe to emphasize the challenges hang recently stated in an interview that if he was
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allowed to go back in time he would choose to not relive this career path starting and running a company the size
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of Nvidia was a headache he says that he faced many struggles and hardships as an entrepreneur all the way from laying off
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those employees with the nv1 chip back in 1995 to competing with bigger Rivals
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and dealing with the constant pressure of uncertainty in his view nobody in their right mind would want to endure
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that pressure if you were magically 30 years old again today in 2023 and you were
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going to Denny's with your two best friends who are the two smartest people you know and you're talking about starting a company what are you talking
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about starting I wouldn't do it I know and the reason for that is
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really quite simple ignoring the company that we would start first of all I'm not exactly sure the reason why I wouldn't
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do it and it goes back to why so hard is building a company and building Nvidia
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turned out to have been a million times harder than I expected it to be any of us expected it to be and at that time if
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we realize the pain and suffering and just how vulnerable you you're going to
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feel um and the challenges that you're going to endure uh the embarrassment and
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the shame and you know the list of all the things that that go wrong I don't think anybody would start a company
29:25
nobody in their right mind would do it and I think that
Conclusion
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that's Nvidia has seen massive growth over the past 2 years they were just in the right place at the right time the
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share price has increased by 220% in the last year and revenue growth 26% but
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will it last opinions are split there are two main viewpoints one is that AI
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would continue to be a massive industry and it's only just getting started this viewpoint believes that Nvidia will keep
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riding this wave they're currently going all in on AI research publishing paper after paper that are complete
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bangers the other view is that this growth is unsustainable as it turns out Nvidia isn't going to be the only player
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in the GPU /ai Hardware space both Amazon and Microsoft are looking to make their own custom-based
30:19
chips on the desktop Computing space Microsoft has entered the arena with their Arc series AMD is also gaining
30:26
ground furthermore nvidia's heavy Reliance on Taiwan based tsmc for its
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semiconductor chip production may prove problematic this is due to China's increased military pressure on Taiwan
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but this isn't just for NVIDIA but for the entire Global semiconductor supply chain there are now more threats in this
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chip space to Nvidia today than there have been in many years so we'll need to wait and see what happens so there you
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have it the Nvidia story so far it's been quite a journey so I hope that you found it enjoyable and picked up some
30:57
new insights currently Nvidia is riding on an all-time high but whether this is a pivotal Trend or a bubble remains to
31:04
be seen I'm curious to hear your thoughts do you have an Nvidia card and what's your opinion on the company
31:10
positive neutral or negative and were you surprised by the amount of things they have their hands in feel free to
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discuss in the comment section below all right so that's about it from me thanks for watching my name is toogo and youve
31:23
been watching cold fusion and I'll see you again soon for the next episode cheers guys have a good
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[Music] one [Music]
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I cold fusion it's new thinking