What's going on? It's overpriced and completely unnecessary for most people. There's also a cost of living crisis.
I play every game I want to on high graphics with my old 1070. Unless you're working on very graphically intensive apps or you're a pc master race moron then there's no need for new cards.
I still game 1080p and it looks fine. I'm not dropping 2500 bucks to get a 4k monitor and video card to run it when I won't even register the difference during actual gameplay.