They've effectively created a bigger gap already though. Consider this the 5700 XT is within 5-10% of the 2070S, and the 2070S isn't much slower than the 2080 was. The 2080 was released at $699 in Sept' 18, with the next tier up being the 2080 Ti at $1049-1199, so a gap of some $350-500. Now consider the gap, you have the 5700 XT at ~£320 and the 2080 Ti at ~£949-1000, you are instead of having nice small(ish) gaps between price points they've made the 2080S and especially the 2080 Ti look hugely overpriced (they being both AMD and Nvidia) It takes a very special person (private buyer not business) to look at a card 3x the price of the RX 5700 XT/ RTX 2070 and say wow great value, when you see the difference being charged. Pulling the market towards what you can offer, and letting those who are willing to splash huge sums of money on something they feel is a worthwhile difference for such a huge price difference.