That seems to be the consensus - and, to be fair, I don't think people were too upset about the price of the 4090 - I think most people expected it to cost more than the 3090 - the issue is of course, the disparity between the 3080 and the 4080 - this is a card a lot of people were hoping to upgrade to and fact that it's so cut down (compared with 3080->3090) and the very real sticker shock has soured a lot of people on the 40-series (plus, there was the 12GB debacle which resulted in an unprecedented climb-down by nvidia).I'd guess that cost of the chip itself reative to the rest of the board is pretty high.
BTW, here's the board layout for the 3090 Ti:
And the 4090:
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