There are still some real difficulties with sourcing components, it is mostly limited to power silicon, e.g. MOSFETs, power management ICs, etc.
However, memory is at record low prices, PCBs are fine, inductors and capacitors are difficult to source, but pricing is fine.
So yeah, pricing is just NV trying to change their market segment pricing. The proof is so trivial to see, compare the PCBAs of the 3060ti with the 4070ti. They're nearly identical. There is slightly more cost per mm^2 in the die, but that will have come down again with hugely reduced cutting edge node demand. Otherwise, the PCBA is either cheaper or the same cost...