If anything, the geforce store was the only place one could get a GPU for 'normal' prices during the mining craze. Sure stock wasn't the greatest, but why would it be when it was undercutting etailers by £100-150 at the time.
That's entirely my point. Nvidia never reduced the price of the 10 series Founders on their web store, but stock was non-existent for huge periods of time. "Stock wasn't the greatest" is quite the understatement, and the absence of stock meant that customers had to go without or drop silly money on inflated prices from retailers. The real-world effect was you could not get a 10 series at RRP.
The same is going to happen with the Supers. 2070 Super at £475 is going to be insanely popular, but I seriously doubt Nvidia will be able to keep sufficient stock for the demand. Ergo, customers get forced into higher-priced AIB models.
So again, in the real world you're highly unlikely to get a 2070 Super for less than £500, which pushes it into a performance and pricing tier above the one 5700XT is actually pitched at, ergo £430 for the 5700XT does not make it DOA. It's still too much money (especially if it
doesn't sell for converted RRP like Ryzen is doing) but Nvidia don't seem to have actually pushed out the Supers to kill Navi 10, unless the knock-on effect is massive price cuts on the non-Supers. THAT is when AMD will need to address pricing.