True that pretty much all legit stores and sites are now scalpers. I mean, outside of availability issues or those with fairer prices but long queues aso.
For my case, I'd both reached my 5 year max upgrade window since last build in 2016 and old PC was ever an uncompleted, unused for years WiP (due to illness) that hadn't done well out of long storage. I decided what the hell, I deserved something good for the times I've been through.
Looked at the prebuild/custom route in April but seems everybody jumped on that one. A GPU from either side, while closer to MSRP than anywhere else, was a two plus month wait and a case of 'you might have to settle for whatever model we eventually get'. So after weeks of watching prices I decided to compromise on a custom build minus GPU I'd source elsewhere.
That same night, availability flagged up on the card that was my AMD first choice before the madness. Sure, this 6800XT was £1200 but...
3080's were starting at £1800, going up to £2400 for a similarly premium model/my Nvidia first choice (6900XT's starting at £1600, 3070's £1400 and up)
Despite those prices, Nvidia ones were all pre-order, zero availability for weeks.
Trades blows before RT/DLSS, which are still only an advantage, especially at the above premium, if you can make good use of them (similar applies to FSR) Still few games supported across both, of which I have 2-3 out of a library of 300. Not enough to decide a buy yet, certainly not at 50% more.
Nm that DLSS, where applicable and at the high end, serves to boost perf where that anemic 10Gb maxes out (currently in some games at 3440x1440, in which my 6800XT still has 3Gb overhead to handle my 4K TV)
Drivers on par, lower power draw, less heat... all good.
AMD are rn pretty much doing on the GPU front what they've done with Ryzen. It's their first time trading blows all the way up the stack (sans magic tricks) in a long time, and only a harder slog cos Nvidia have the hype, mind share advantage and massive resources.
For all the above, I'll give this 2-3 years then look again but rn it's all a mess but not only cos MSRP is a myth.