Not long ago Nvidia and AMD both had high end cards in the £600-700 price range that rivalled the 3090 but unfortunately they now only offer mid range cards at these prices, you can understand this from the market leader who don’t need to make an effort, it’s just a shame AMD can’t seem to do better and reflects in their dwindling marketshare.At least some of the problem is there's a bit of a no mans land performance wise between the 9070xt/5070ti/5080 and the 5090. The first three are very close in performance and yet the 5080 costs around a grand Vs £600-700 for the XT and Ti and an even more massive leap to the 5090.
You could buy two 9070xt's for the cost of some of the 5080's on the market.
Better cards at better prices and more optimisation for games is what’s needed not more reliance on frame gen just to reach playable fps.