Soldato
Ignore what it's called, that's just marketing guff. The fact is this card offers the best price/performance ratio ever. How can that possibility be described as 'too expensive'?
Then AMD launches the RX 6700 range, offering better price / performance?
GTX 560Ti launched at £200 with instock products at £230 - which translates to £245 / £282 in 2020 money.
However, tech costs have rocketed since 40nm (just look at TSMC and the money they have thrown at 7nm - around $15 Billion up to Q4 2019 - https://www.tsmc.com/uploadfile/ir/quarterly/2019/3d36C/E/TSMC 3Q19 transcript.pdf). That cost is passed along to the customer - Nvidia , AMD, Apple et al - who then pass it along to IHV`s along with mark up , when then sell to wholesalers etc etc; and finally the demand from everyone well its capitalism 101.