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The number of people willing to pay $700 for 2080ti + 10% is still smaller than the number of people willing to spend $700 for 2080ti + 40%.
Probably not by a massive margin. Sure a few enthusiasts on forums. The number of people willing to pay $700 for any graphics card is likely pretty tiny to start with. May as well segment the market and take as much out at the top end as you can.
It's still margin vs volume vs total profit.
And the market for people that want 2080Ti + 200% for $10 is probably huge!
Unless there's serious competition from AMD at the top end, I wouldn't expect top end prices to come down any time soon.