End of the day they cranked up the prices stupidly, some people thought under £600 for a 980Ti was stupidly expensive last year.. these regular 1080's getting on for 700 some of them.
When you consider you can get a used 980Ti for 200 quid or so cheaper and is only 10-20% slower when overclocked.. bit of a joke.
Even without any gouging, etc. these were never going to be cheap cards - TSMC 16nm costs a fair bit more to nVidia than 28nm.