Well, honestly if they release a card that matches NVIDIAs top end a year later, then yes, they are late, because for a full year, NVIDIA had the crown. A year is a long time to wait. But prices not withstanding, if they managed to release say 3-6 month after NVIDIA and challenge their performance, maybe that wouldn't impact prices much (personally I would expect it still to impact it on some level), it would at the very least drive innovation forward. The 2080 Ti is over a year old, and if it had any competition, it might have seen a successor already. As it stands now, it'll be over 1.5 years until it gets replaced, possibly longer if they don't launch the "Ti" flagship of the 3000 series right away.