Why would they match a 3090 and not charge slightly less than a 3090? They are also a greedy company after all.I'm betting big Navi (the 80CU part) is 15% faster than 3080 at 4K 60. Level with 3090 sometimes, losing other times but ahead of 3080 without DLSS or RT. Priced at £599. That would make me smile too. Watch this space....