The price war will start....with the 2070 and 2080 tier cards....
It has started already, the RTX 2070 can be had for £378, which seems about right as that is what a GTX 1070 cost, or thereabouts. Obviously AMD will end up dropping the price on the 5700XT to $429/$399 withing 6 weeks of the launch, whether officially or unofficially through channel rebates.

. People need to get over themselves and remember that others all think differently and have different needs (and budgets). I've enjoyed trying RT including playing around with settings in Quake 2 to see the effects on RT (sun elevation, position etc). It's been worth the £160 quid over the 1080 Ti (which was the best price for the old Ti).