As GN said, they know from NVIDIA insiders that 4090 was (and still is!) WAY more successful than they ever anticipated. Customers shown them that such cards are very desired and they are ready to pay the price for it - especially with high amount of vRAM, more so than performance in games. This means 5090 might well be positioned even higher, with even more vRAM, designed for prosumers (for AI and other workloads) and not gamers (sans whales). That could easily push pricing even higher than 4090, because for prosumers even £2k is often cheap (they can discount it from the tax etc. anyway). As I see it, that sounds very possible and gamers might as well get castrated 5070 named as 5080 as that's more than enough for most - though, the question is for how much.