If people played the game properly and got full value and use from their cards, then upgrading would be a much bigger jump. Instead of folks who bought a 980ti 3 weeks ago, whining they don't want to pay £600 for a 1080, why don't you get full value from your purchase and instead buy a 1180ti in a couple of years, the money will be about the same but instead of 15-20% performance+ you'll probably be looking at 75-100% performance+.
It's only because as a modern society people are so damned impatient and must have everything right now that we have all these whining, over inflated ideas of self importance. Every market is exactly the same now, people used to buy something, use it for a few years and then buy a new one when things has come on a fair amount, now folks want something new and better every day of the week, it's ****ing pathetic.