This market is predatory as hell. Video cards are not to be kept for long as a possession. Especially when 471 sq.mm chip can be shrink-ed at 230 sq.mm for next gen. Same as GTX 980 400 sq.mm replaced by GTX 1060 200 sq.mm. Now 1080 Ti is more like GTX 980 in that regard. It is not 600 sq.mm. They can still shrink it, and call it 70 tier and price it accordingly even at 230 sq.mm but it would be unheard of so far.