AMD doesn't matter, they still need to make money on their investments. New products are always going to be more exciting to buy.
No one who has a 2080 Ti is going to want to upgrade to a card about 5% faster and anyone who wants a card with 2080 Ti levels of performance will be happy with what is available now.
Replacing the 2080 Ti with a super version will not give NVidia any more sales than it can get now with the existing hardware.
The only thing that will change the above situation is if AMD produce a card with similar levels of performance.