Unsure if your reality matches my reality.Assuming of course you can actually buy a £475 RTX 2070 Super. Which you won't. Nvidia will wave that price on their direct store for all to see, but it will never have any stock, which means then customers can only get AIB versions which are already £500+. Exactly the same story as the 10 series.
If anything, the geforce store was the only place one could get a GPU for 'normal' prices during the mining craze. Sure stock wasn't the greatest, but why would it be when it was undercutting etailers by £100-150 at the time.
Just have a gander at hot UK deals and see the deals history.