The 4070 didn't lose much performance at all, but they used cheaper RAM and released it at the same price with the same name. Misleading and dirty.
The 4080 12gb was announced, people saw that it was a severely cut-down card and not an 80-class, so Nvidia renamed it the 70ti and cut the price $100. Misleading and dirty. They've done it again with this generation, except it's with the
entire product stack with the exception of the 5090, which has increased in price against the previous flagship.
Write-up of the class-action lawsuit that Nvidia settled on the GTX 970
here.
I was commenting on your position that somehow AMD are being cheap/dirty by pricing against their competitor (which is a thing companies do in all industries), and going with Nvidia as a result of this. When Nvidia are absolutely no better. At least with AMD's strategy here there's a chance it will benefit the consumer.