They won't explicitly lower MSRP, but can lower actual costs which helps IHVs lower their costs. They can also create games packages etc.
But these pricing arguments are boring, they happen every release and the same people saying Nvidia is killing PC gaming make the same retarded statements that are shown to be false every release.
Yes, the prices seem absurd to me, but Nvidia sets prices to maximize total profits, not revenue or market share. And Nvidia can only set a price point that the market supports, this is economics 101. Nvidia and AMD are not charities, and GPUs are not a basic human right, so their is zero legal nor moral ground for purposely reducing profits. In fact, doing so would actually have potential legal issues because as both companies are publicly traded, then their main legal responsibility is to maximize returns for shareholders (within this are legal and moral responsibility to workers, the environment etc). But as a consumer of a luxury product aimed for the worlds richest people, you either suck up to their pricing, or buy a console.