Everyone complaining about the price - have you not heard of inflation or followed the decline of the £ to USD? It's not unique to GPU's either, PS5 price went up recently. All high end electronics have, this will continue as long as our central banks continue their march towards fiscal destruction (printing money, watering down value of currencies, inflating asset prices).
All you can do about it try to secure a good raise at work, or look for employment elsewhere where you can get a decent raise.