No we didnt forget. The difference is when AMD does it most people will say "hell no" and keep the money in their pockets and AMD will suffer the lost sales but when nvidia does it they somehow manage to sell truck loads all the while we have people screaming left and right about how insanely expensive it is before they press the checkout button. Of the two I personally find the last the worst kind of hypocrisy.
People always complain how much they pay for petrol but they still fill up rate than take the bus. People may not like Nvidia's prices but no one is forcing them to pay them. If people were really honestly that infuriated they would either not buy anything, buy second hand, bu an AMD card, or just buy the model down. Don't like he 1080ti prices, just pick up a 170/180 instead, or a second hand 980ti, or better yet save the money for a nice vacation. When people dont choose an alternate option it is quite clear they dont really care that much about it . I wish I could buy a Nikon D5 and 80 f/5.6 bu I don't have a spare £20,000, yes 20 grand. I don;t complain bitterly about it, I just accept the fact that I cant afford such a camera setup for my hobby.
If AMD had a similar crad to the 1080TI for a little less cash then perhaps people would buy it but they don't have that choice so it is prtty meaningless when people complain at prices. Nvidia are very careful with their pricing and will set price points hat maximize profits. If many people really thought Nvidia were charging too much then they woudln't bu and nvidia would lower prices it increase sales. Ultimately, the market defines the price points. Nvidia and AMD can try and influence people but only to a small extent.