AMD is going to need a price to performance that cannot be ignored by the consumer or matched by Nvidia. RDNA3 I think really has a chance at that, but no use speculating, we'll all find out within the next hour. Another consideration though is the other costs of owning something like a 4090. If the 7900 XTX which is rumored to be only 350 Watts and not much bigger than the 6900 XT means you can upgrade without having to buy a new case and power supply, that's significant when comparing the two cards.