If only people refrained from buying them every gen...
Why? People have requirements to fulfil. People want to play that new game at high graphics settings with full RT. And if Nvidia provide the best solution then people should buy that Nvidia solution. If AMD and Intel want a share of the pie they need to not just compete but get in there first. Intel's doing the right thing with their AV1 encoder, for instance. What's the betting that Nvidia's 4000 series has an AV1 encoder?