They wanted to get some cards sold in the US at a pre-Cheesy Wotsit Tariffs RRP, so they could turn around after prices went up and say "the big orange thing made us do it".
They were probably ready for the 5080 launch. Nothing we've seen there so far is worse than the 3000 and 4000 series launches. In some ways, it's actually not quite as bad. The 5090 is another story.
Given that the scuttlebutt is that the main reason for the non-existence of the 5090 supply is that Nvidia was very late confirming parts of the spec, particularly the power interface, to AIBs, I wonder if the rumours that the 5090 would need two 16-pin power connectors that did the rounds last Autumn were actually not total nonsense at the time.