This is their absolute top end halo card. Halo products are always extremely expensive. Climb down off the soap box for a while and wait for market pricing on the cards actually aimed at typical PC gaming enthusiasts; these are not.
Correct, but we've seen the sub-halo products also climb up, and up, and up.
This is a break from the history of GPUs, we've had occasional high price halo products but they were something special. GTX 690, dual GPU at 1K for example. The first Titan at 1K.
Now though these 'Titans' are the norm for top and sub top (100~102 die is integral to the stack since Maxwell)... and you get a
cut down chip at an even bigger premium. The perf/dollar for these cards is worse than it's ever been. Numbers don't lie, there is no soap box here, there is only escalation to new heights, gen to gen. Get less, but pay more.
So yes, that's worrying and should be for everyone including you. Maybe you failed to see it, now you can't anymore. There is only ONE saving grace: the stack of GPUs in every gen since Turing has been catering to a much wider range of performance, perhaps that is what you're alluding at for 'typical PC gaming enthusiast pricing'. It shows as the x90 cards just simply don't pay off at lower resolutions, while lower placed cards do nearly just as well. You can indeed 'move down' along with how a price point is moved gen-to-gen... but if you do... you'll find the net perf gain is minimal and upgrading really not worth it.
I find myself looking at x60's now for example, where I used to look at x80's. But it doesn't feel right and it certainly won't when that x60 has moved to an x70~80 price point. It feels like, and really is, a bad deal and the reason is
actual GPU progress is finite, and we're moving in on that moment. Those halo prices certainly do bleed over to everything below.
Its also detrimental to gaming if there is a growing gap between GPUs in a stack/in the market. For all involved... because devs cater to common denominators.
I wonder what the turning point will be, but it'll be coming from Nvidia before AMD that is for sure. AMD is content either way: they own consoles for gaming, so if the crowd moves because PC got too pricy, they win regardless. Nvidia is however invested here. The RT push for PC will fall on their shoulders, console lives in a separate dimension in that sense, and the expense versus payoff will create immense pressure for the company. They / Geforce can't live off mining.
Will Nvidia drop a good, value king Ada card, and what will it look like? How handicapped will it be? Big question marks, but they'll have to at some point. The early signs are not hopeful given the 192 bit bus on a friggin x80. Inb4 the 128 bit (96?!) x60... it'll be irrelevant within two years. Handicapped VRAM will always turn its ugly head faster than you want.