Well, they do. They still have to sell cards as a business, and next year they won't be able to sell this garbage for £500 again because you'll have consoles performing at that level for the whole system to be at that price. So they have to keep pushing new flagship cards for the frequent upgraders to spend again (i.e. people with 2080 tis), as well as for people who were on the sideline and wanted a better than 1080 ti but not for £1200.
It's very disappointing how they're marketing a ****** reshade as some ground breaking technology but not even enabling it on their other GPUs, even though nothing's stopping them, as you can already do that with a 3rd party app. Just very poor effort by AMD, and I understand why - they have no actual selling points for 5700 GPUs otherwise. Literally nothing.