Well, 2 generations ago the MSRP of the 1070 was $379 and the 1080 was $599, so I'd say we've just gotten used to the higher prices which they successfully normalized.

The 1070 costs more than that even today:

https://www.newegg.com/p/pl?d=GTX1070

That's sorta fair - we're assuming that these cards won't be marked up like crazy either - I imagine the MSRP will be wrong here too. I bought a Gigabyte 1070 for ~$450 USD at launch.

Agreed, seems like Nvidia is preemptively trying to fend off AMD with an extreme show of force. This level of performance/pricing is much higher than even AMD's most optimistic estimates for performance/efficiency gains for their next generation.

How is that aggressive pricing? Those are the same prices they have used for previous generations.

See for yourself:

https://www.newegg.com/p/pl?d=GTX1070

https://www.newegg.com/p/pl?d=RTX2070

People are going to get a massive jump in performance for just $500. I don't think we've ever seen this before.

A massive jump in RTX performance.. which no one actually uses. They didn't even show regular performance comparison.

Hardware Unboxed tested an RTX 3080 and it seems like the performance improvements are not just in ray tracing: https://youtu.be/cWD01yUQdVA

It looks pretty impressive.

Great video. Thanks for sharing!

Yeah, at least that's the claim. We'll see how that holds up with real world benchmarks.