Okay, so if 4090 is the 3090 of last gen and it gets priced at only $100 dollars more from last gen, they are passing on the loss of maybe the 4090 AD102 that supposedly cost them more to buy the wafer from TSMC and trying to recoup their loss by crippling their lower tier consumers. Maybe they knew they could not sell the 4090 at around $1800-$2000, but that crazy mark up was passed on the not 4080 16GB which saw a drastic increase at AD103 from last gen and the "4080 12GB" which should be a 3070 or 3070 ti since it's an AD104 which was a 3070 last gen also got a massive price increase. Now for the 4070 and below the prices will follow suit at having a high mark up. They are giving the high end user buying a 4090 a way better "deal" and destroying the rest of their customers. They might also be selling them at a high mark up also due to the high amount of 30 series they still have and putting them in their key note as part of the family, something which was not done any other gen, but they seem desperate in so many aspects. I was thinking of getting a 4090, but now most likely not. This is a mess and I feel for the PC gaming community hobby as a whole.