Memory prices have double for the video cards, the cost of other components have also increased on some cards as well, so they cannot return to what they once were if they are now more expensive in the first place. The memory price increases is neither NVIDIA or AMD's fault, the prices have simply doubled and some graphics cards are fitted with a lot of memory which impacts the price quite harshly.
Thanks. Just have to hope that mobile sales dry up and memory prices get the price drop that's been mooted.