Also 'there's no way that's real' was said about the leaks of the 30-series stock cooler... and it transpired it was indeed real...
I've decided to bite on a 3090 @£780 for my VR/HTPC. It should last me quite a few years and remove the temptation of the 4000 series.
Had a offer on a EVGA 3090FTW on ebay that I had been watching was £1250 now £1100 new sealed in the box.