OEM cards not reference, Nvidia doesn't have to release anything. And what I'm talking about is sacrificing 5% GPU performance and gaining much much more somewhere else. This is not about saving money, but about allocating the money they have into getting a better overall PC. (like upgrading from an i5 to an i7)The option your describing is a GTX 1080, why would Nvidia bother releasing a lower end GTX 1080ti if they have a card more or less in that segment already? I think they're doing a good jog catering to many demographics across the price range already. When building a $2000+ PC a difference of $50 is nothing, I quoted many PCs in my days working at a local PC shop and generally if people had the option of saving a little or getting better performance they went with the better performance. In the $1000 range fine $50 could make or break the deal to some, but it's still not a considerable enough margin that people would be unwilling to dish out for the better product.
Not everybody can save more money to get something better and even less have the time to waste on such things.
Your idea also ignores the people that buy the parts separately over a longer period of time. I know people that took half a year to finish their PC, but they managed to build something really good.
If the buyer can put down $2k on the table and has spare money, then yes, he should definately get the best he can and not worry about small percentages. I would also do the same.