That's what happens when people are willing to spend whatever Nvidia ask, Nvidia have learned that they can keep upping the prices and people will keep paying it.
Nvidia haven't just learned that. What you have described is just good normal business.
You don't sell something for a lower price you can sell for a higher price.
If AMD were in the same boat they'd do the same.
I use software tools that used to be obscenely priced. Much cheaper these days due to lots of competition and open source variants available too. I used to wonder why the £8000, 25000+ tools were so damn buggy too. Thankfully I never had to pay for them myself. MS WIndows is much more complex yet £100 to buy, albeit more of a mass market software than niche.
GPU's are a bit of a niche and with one competitor currently with nothing much available to compete, what's Nvidia to do?
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We moan about crap console ports and poor game optimisation. If the games were better optimised maybe we wouldn't need the TX's and if many games that hit the market are rubbish anyway, why do we even bother?