On every new coming generation, so far, yes. Or, if you prefer supermarket approach - price doesn't change but you get less of a product you would otherwise (e.g. 5080 is barely 5070 by own NVIDIA's approach, just named 5080 and sold for such price).
However, since the main point here is AMD, here's a bucket of cold water:
https://videocardz.com/newz/amd-teases-radeon-rx-9070-focusing-on-sub-700-price-point - that doesn't spark me with a confidence but also wouldn't surprise me to see 9070XT for $699, as I said earlier. They also know how NVIDIA ticks and adjust accordingly, but it is a short-sighted approach. I suppose we'll know for sure in the next few days.