They get away with it because as evident by this thread and the OCUK stock levels, people will buy it day one regardless.
What we know is that the 5000 series will be more expensive than these ones and again people will buy them day one regardless.
They would have sold like they did even without DLSS 3 because they are a nice bit of hardware with a nice uplift from previous gen, but nvidia and these companies never know when to stop over selling a good thing, all nvidia did was actually add negativity to the product because of something that didn't need adding as a selling point, the hardware sold itself because reality is ADA is nothing more than Ampere with more cores, more cache and minor updates..
Reminds me a lot of Maxwell to Pascal ... remember we use to call Pascal Paxwell and it was a compliment because Maxwell was a lovely architecture at the time and all they did with Pascal was add more of Maxwell goodness with a die shrink as they did here with Ada and minor other updates to it and more cache.