One way to obtain an RTX 4090 is through Nvidia's 'priority access' programme

One way to obtain an RTX 4090 is through Nvidia’s ‘priority access’ programme

The programme is most likely an attempt to address one-day availability issues. Flagship Nvidia cards frequently sell out immediately after release and become difficult to find in the months that follow. If this system is successful, it should ensure that at least some Founders Edition models reach gamers rather than scalpers immediately after launch.