High end PC gaming has always been expensive. The 8800Ultra was ~$800 when it launched way way back and there is alternatives that do not cost the earth. You can pretty much build a pretty high end gaming system for £500.This.
Nvidia have been guilty of some obscene profiteering - and that's before Gsync tax is added.
PC gaming will become absurdly niche with the prices they're charging - they must be killing big chunks of their own market.
Let's hope Vega shakes things up.