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You have to hand it to nVidia they have very skillfully manipulated people into paying ever more and thinking its good value.
GTX 970, 3.5GB: £270
GTX 1070, 8GB: £380
RTX 2070, 8GB: £470
No one questions it, in fact i have seen people argue that the 2070 is great vale at nearly £500, they never explain why tho, perhaps its because its nearly as fast as a previous generation card at not much more money?
I'm going to make a prediction, or two.
RTX 3070: £560
RTX 4070: £650
While i do like to agree with you about nvidia the gtx 970 was the best bang for the buck at the time so i got 1 of those. i missed the 1070 out. The only reason the 2070 seems bad is because the vega 64 is on a good price and a palit 270 is only 60 quid more than a vega 64 and it is faster.
The new cards @700+ are just silly really on both sides.