I agree, both AMD/Nvidia are overcharging. I personally don't care who makes the card, just release one that has great performance and is value for money.
Intel entering the dGPU market next year with Xe can only be a good thing for consumers as it'll add much needed competition to the GPU market.
The Intel cards might not be great, but at least they'll have a presence within the market.
Personally, i wouldn't spend a penny upgrading until next gen consoles arrive and as much as i don't like it, they'll set the benchmark for min/max requirements for next gen titles going forward.
Perfect time to upgrade imo will be 2021 onwards. More competition/new tech (GPU/CPUs) from Nvidia/AMD/Intel on PC, HDMI 2.1 GPUs will have hit the market too, Ray Tracing performance will be increased, 4K/VRR/HDR compatible TVs will be available and less expensive.
Until then, i can play through my 400+ backlog across Steam, GOG, Origin, etc.