I wouldn't be that surprised. They have no competition. Navi isn't launching until Q4'18 or Q1'19. Even then they might not be able to offer 1080ti performance for anything less than 1 billion dollars. nV could just drop the price of their current lineup to compete.
JSH when last asked stated that "Pascal is where it's at, bitches." Then they released a new Pascal card (1070ti), now a new 1060 (5GB), and a Titan card for close to 3 grand. nV aren't in any rush to replace the 10 series. Heck, they're still expanding the 10 series. When have they ever done that only to release a new line-up a few months later?
Maybe 12 months from now they'll think about it, after AMD has mis-handled the Navi (paper) launch and *****d off gamers everywhere, again. Leaving people to throw their hands in the air, shout "**** it", and buy another nV over-priced card.
I hate both teams. They both suck.
But its not a competition to "who has the best graphics card".
Its who can make the most money. Nvidia if they don't release more cards will have people sitting on their 1080tis, 1080s, 1070s and 1060s for way longer than they want them to.
For example, someone who bought a launch 1080 probably hasn't upgraded since its release. Nvidia will want THEIR money.
I think the next batch of cards might not push performance as far as it would have if AMD has stepped up, but not release a new series of cards to make 10 series users upgrade is borderline silly from Nvidia.
I see the 1070ti as just trying to squeeze what little amount of users left into the 10 series before they move on.
I hope I'm not wrong as I'm kind of holding out for the 11 series tbh. I think they'll be in a tough position of having
1. a population who are content with what they have (10 series card), with the only alternative to buy a 1080ti for £750+
2. a population who didn't want to invest in 10 series, have resisted 1070ti and now are playing the waiting game for 11 series.
I can't think of a way Nvidia will get money from those people which is ultimately what they want. Having the best graphics card is great but I'm sure they're more concerned with sucking money from us.
They could be absolutely arses and release an 11 series which is over priced and in scale with the 1080ti's price line.. i.e. their 1170 is near 1080ti prices and equivalent performance. If they do that.. then we know we're doomed.