I really wish NVIDIA had decided to increase the VRAM capacity and bus width over Ada. Not because more VRAM and a wider bus actually does anything for performance, but because it would at least stop Radeon fanboys crying about how NVIDIA is screwing buyers over. News flash, the 88% of people who own an NVIDIA GPU only feel screwed over by AMD's inability to compete.
99% of that 88% NVIDIA owners don't have X080 or X090 cards. Most people have lower tier cards, 50, 60, maybe a few 70s, where AMD is actually competent and better value/price. Most people just blindly buy into NVIDIA without any research, because that's what they hear everywhere. Like people still believing Intel CPUs are the only thing to buy even today, because they live in a cave or something..
If you check modern games, they almost all use over 12GB ram in 4K. There is nothing to argue over here, Nvidia is limiting the VRAM to up-sale people to a higher tier and more expensive card and limit how future-proof those cards are, just like when they release a new technology and limit it to only their newest series.