They are slowly shifting away from targeting casual gamers to professional use and as the pro cards now offer top end gaming performance, and that NV already know people will spend high 4 figures on literally anything as they tested the waters with Titans and 3090s back in the day, and the dozen people that bought a 4080
Everything is focused on AI now and how these GPUs can accelerate large generative AI tasks, and as it just so happens, they play games better than anything else in the process lol.
How has the rumour also now gone to 70% perf uplift for the 5090? previously it was a wide ranging 35% to 60% if I recall, now it's a fixed 70%? Can you imagine the power requirements for that sort of uplift? And then there's the price....
AMD don't seem interested in high end because they are 2 generations behind NV, and NV aren't interested in the low/mid end because their high end is so far ahead and gamers will pay for them.
So we are left with an area of the market that is ripe for the taking by Intel but Intel are still having a battle at improving their drivers and not releasing cards for this segment quick enough.