I think it will be to offer a flavour that has more vram and marketed as nvidia do that its a 'super' version of the card i.e. 3080Ti.. it will still find a place, people might be being optimistic of the price being below £1000 especially for AIB custom designs.
To be honest, I'd be more likely to upgrade for a 5% performance increase than I would throw £350 at a Vram increase that will make absolute zero difference to performance.