TBH they already have. OCUK have an Asrock 6900XT for £649 with £100 of good games. It offers at least 85% of the raster performance as the 4080 at half the price. People have been lapping it up. Those drops only come when AMD say they can. So I would imagine they are going to get quite aggressive tbh. Jen is just doing exactly what he said he would do. Manipulating the market to clear the decks of 30 series cards. They delayed launch of the 40 series, and tbh? I doubt they even wanted to launch when they did, hence the vapor 4080 12gb. The prices are inflated so high to make people buy 30 series, unless of course any one wants to pay these hugely inflated prices. At which point I would say he will be rubbing his hands together. I would also imagine the line up will change dramatically when AMD launch. I doubt the prices will, as core wise he has left a lot of space in the lineup and there is still room at the top for ALL THE TIs. Any one who bought one now will feel violated in the next couple of months.