£1500+ for a GFX card, that's the "let down", Nvidia have pushed prices to stratospheric levels and will continue to do so. 2080 was massively overpriced for the performance it offered over the 1080, they are launching first so they can basically set the bar again in terms of price!
1080ti approx $699 (March 10, 2017) 2080 ti approx $1200 (September 27, 2018) for about 30% more performance, your right people are gluttons for punishment!
I'll wait until I see performance numbers are on 30xx vs Big NAVI alternatives, I've waited this long and it would be madness to buy without comparison. I always like some kind of "bang for my buck", that's why in decades past I've overclocked, built my own PCs etc etc. Any fool can shill out £1000's to give themselves the e-peen glow, the real trick for me was getting a system with a high percentage of performance for the lowest price.