Originally, the leaks had pinned the price of the RTX 5090 at $1999, leaving many of us largely unsurprised at Nvidia continuing to push the price of its flagship card even higher. That’s not only because it maintains a market-leading position – with AMD expected not to even try and compete at this extreme end of the GPU market this generation – but also because of the huge uptick in the specification of this new GPU.

I remember back in the day when they made huge leaps every generation but the prices remained fairly stable, not increasing by 33%. This is all due to lack of competition and profit seeking, not technical improvements.