I'm pretty certain they are doing this this to raise the MSRP of the top level card before the 4000 series is released.Seems like a very pointless release given 40xx series is right around the corner where a 4070 is going to spank the 3090/3090ti and then some.
The hope being that when the 4000 series rolls in either the 4090 will look like a bargain because it costs less than the 3090ti (but more than the 3090) or they will bump up the price and say look you get more performance.
Hopefully reviewers catch this.