That's not true. Consumers are paying the same for only slight performance improvements, outside of the 2080Ti. A 2080 costs the same as a 1080Ti and offers similar performance, same for the 2070/1080, and the 2060/1070Ti. The 1660Ti is actually a price drop when compared to the 1070 whose performance it matches. The difference lies in the fact that there is no $200 card yet, which traditionally is the sweet spot for most gamers. We can no doubt expect a cut down 1660 (with slightly above 1060 performance) to fill that gap shortly once part binning yields enough silicon to fill that role. The fact is, there's no difference in the market now than one year ago as far as price/performance goes. The fact of the matter is, there's not a lot of market for high end video cards. Market saturation of the 4k gaming market where a 2080 or higher is needed is near zero, and the vast majority of gamers are playing at 1080p/60. For them, even a 1660Ti is overkill, and in the most popular games even a 1060 was delivering over 60fps consistently. Even Apex Legends (which is much more demanding than Fortnite) doesn't need more that a 1060/RX580 to get above 100fps at 1080. There's no significant market for higher end cards, so there's no incentive to drive prices down - basic supply and demand. As for phones, you need to keep things in perspective. They are getting more powerful every year, but even this year's top-end iPad SOC (which is about 50% faster than any phones) is still competing with sub-$50 PC CPUs in terms of processing power - and that's with PC performance having basically stagnated in that space for a decade. Even with that, there's nothing that a phone or iPad that can do that needs anywhere near that much power - there's just no software that really takes advantage of it. The "large fluctuations" you talk about are little more that bragging rights that have little to no actual benefit to the platforms they support. In the end, what drives that market is hype, and that engine needs to keep running even if it doesn't actually mean anything.