These numbers are just marketing guff! Both nvidia and AMD have never remained consistent for long in their naming/numbering conventions....
Just buy GPU's based on price /performance!
The situation today is more complicated than that tho.
In the past, an xx80 card would be released - let's say $500 - and then over the course of its lifetime the asking price would fall considerably below that as demand dwindled. So nV
had to release a new xx80 card that moved the performance goalposts enough to reset the price back up to $500. Releasing a new card with the same perf but a higher price tag would be madness because it wouldn't sell.
Today we're living in different times. nV could theoretically release an 1180 which was a cut-down Gx104 and managed +10% over the 1080, and still sell it for $500+. Heck, a fair bit more than that, actually, whilst mining exists.
That doesn't mean it's not a crap move designed to cynically cash in, but neither company is above that. As Rroff said, whilst it's in
their interests as a business to get maximum return possible, we
as consumers should not be rushing to justify this on their behalf and and continuing to throw money at them.
Instead you are calling it "entitlement" from consumers. That we have "no right" to expect more than 10%... That's true of course, but it's self-defeating if you ever want to see good jumps in perf again. If you're happy with +10% then fine, but in the next breath you say you wouldn't buy such a card.
So you're advocating a strategy that from nV that would result in you not upgrading your own card, and would see the market adopt the same +10% we've had on the CPU side each gen, whilst delivering record profits for nV. Nothing we can say here can stop that if it happens, but it's weird to see people advocating such a reality, and justifying it should it happen. It just slows the pace of progress for everyone.