I used overclockers.co.uk as point of reference, where only 2070 cards available are B-grade stock or a zotac mini. Rest of available cards are 550GBP +. The cheapest 2080 they have is 700GBP and most other models are above or way above. Comparable to your comment between MSRP and actual retail price. Announced price of Vega is 700USD. After exchange rates cheaper than both my aforementioned. Vega at 450gbp at approx 1.3 exchange is about 600usd, so I cannot see where the 50% more price comment comes from either. I wouldn't consider a card costing the price of a decent rig as something that is really raising the bar for reasonable gaming or card performance. If nvidia's gpu tech works on 7nm well and equals a significant performance increase then good for them, we will have a competition on our hands, though again a big assumption considering their newest releases. Why would nvidia rush to bring 2xxx series to market when they are dominating with 1xxx series, especially when they could have done this gen on smaller manufacturing node and facing trying to clear massive backlog of chips?