Soldato
That's it. They can put a 4090 at $5K and very few would buy it...so instead of 3090's being discounted to $1000 like a few weeks ago to shift stock they've jumped back up to $1200.
If people want a card now, they'll look at the difference and figure the 4090 is not 3 times the 'worth' so opt for a 3090 which looks like a bargain in comparison....at a 20% price hike in recent weeks.
This has happened across both AMD and NVIDIA immediately following the NVIDIA price releases.
No one can force a consumer to buy a card, but then can manipulate you into paying more if you're not up-to-speed on prices.
Flip side is anyone looking at a 4090 at $1900 will now think its $200 less difference now so the 4090 looks more tempting so may as well spend that extra.