Yeah, you're right, every generation there are the rumours and each time its touted as game changing or providing significant increases in performance.
What I'm enjoying right now is that, probably now more than at any other point in the last 5 years, I feel AMD could actually offer some competition without us expecting it. The hard evidence surrounding a product line isn't there yet for AMD but with their track record of improvement over the past few years and their current position (taking a good chunk of the CPU market, buying up a large portion of 7nm stock before nvidia, getting RDNA out there and making sure RDNA2 is always fresh in our minds and the monopoly on console APU's), I wouldn't doubt them. 3 or 4 years ago, I would've written them off.
In the same context, 2 years ago, cut me and i would've bled Nvidia green but now i'm pootling along on my RX5700 and it's been faultless.
Putting all the covid stuff to one side and the inevitable slow down that brings, I'm really hoping there's a decent bit of back and forth with performance and price points for GPU's over the next 6 to 12 months between both parties. They both seem to be in a position to go head to head.