Yeah the 4080 would have been accepted with a small bump to FE price and upwards for AIB (£799>) but here we have £1199 and that means the rest of the stack suffered.
I know the maths is going to be different for other people but for me it makes no sense to buy a 4080 and not go the extra few hundred if I'm already paying over a grand and get the 4090, though nVidia seem to be trying to do some BS manipulation like that with the stack to get people opening their wallets more.
Personally I have no problem with the 4090 price and no problem paying it, I just don't have a need for 4090 performance right now.