That is not universally expected, I personally think it will be the same price as the 2080. Some say a little less some say a bit more, some say a lot more.
3090 I would expect to be very expensive, a new tier and name usually indicated price intentions. If they jack up the 3060. 3070, 3080 tiers Nividia will cop a ton of flack for that, sure there will be % of people that pony up but they've aren't stupid they will have the maxwell, pascal, Turing sales data and volumes weren't great prior to the 2070S.
I also still think Nvidia will hold back a 3080Ti in reserve to combat Big Navi, where Nvidia have to be careful is pricing the 3080 because if Big Navi beats it in raw perf (I think it will if there is an 80 CU part) and costs less that means they will be forced to cut price and they hate doing that, they've not had to do that in years.
Of course I maybe completely wrong and living in a dream world, might as well enjoy it while it lasts