You're forgetting that AMD are no better than Nvidia. Remember the 980ti? Nvidia top dog. FuryX comes out a few months later and costs more. Same with VII vs 2080. 2080 outperformed the VII more often than not and it cost no more than the VII. High end is just that. Diminishing returns. It's like saying that Ferrari priced themselves out of many people's budget. Sure, but that's their target audience, the riches. The £1200+ Nvidia gpus are also pretty much just that. They're not for everyone, they're for those who can afford them. And I'm pretty sure there's some wise people at Nvidia (and AMD) who see a market for these cards. Otherwise they wouldn't exist.