Wuuuut? GTX 1080 begs to differ... or GTX 980... or the 680, or...
The new kid on the block here is the fact there is a 103-SKU in between the 102 and 104. And even the 102 is a spin off from Titan's 110.
The fact is we're looking at the exact opposite situation: they can't place a 104 that high in the stack anymore. They need TWO bigger SKUs to cater to their top end of the stack, and 104 is upper midrange but at best - it no longer 'stands in as early high end'. It used to only get succeeded by a 102 later in gen, now they have to place it at the front of the gen to make even a tiny bit of impact compared to the last. ADA's current positioning is the best example: they're not even removing the 3xxx cards below it;
we're looking at ONLY 102 dies from gen to gen populating half their new stack for a while. These are all signs Nvidia's running into new territory wrt their wiggle room: we're paying their wiggle room now on the Geforce stack; the 102/103 SKUs are simply new tiers also in terms of price, and they need every single piece of it to survive against the competition.
Back in the HD-days, they could make do with a 104 and then destroy AMD with a 102 either cut down or full later on. Which they have been doing up until they started pushing RT. Ever since, the changes happened, prices soared and VRAM magically went poof. The price of RT... again...
We still laughing about this fantastic tech?