Nvidia is in a pickle because they ordered a lot of production capacity that they can't fill and either have to hold up their end of the contract with TSMC or find other clients willing to take over those orders.
Add in the difficulties with shipping and other things and all they can do is charge a premium price to cover up the higher costs of making these cards.
They've also rebranded the 4070 into a 4080 12GB model to justify the $899 price tag.
People looking to buy a 3080 or 3090 Ti will switch to these new 4080/4090 models because it doesn't make sense to buy a 3080 for $799 when another $100 gets you twice the performance.
But everyone else will look at $400 - $500 options.
The 3060 Ti is the 2080 which is roughly the 2070 Super with an overclock and that runs everything at 1440p ultra still.
When you get into 4k, all you need to move from 50 to 60fps in certain games is a 3070. This won't change anytime soon considering the Xbox Series / PS5 hardware that most games target.
There is no big game that launches alongside these cards either. Even if the performance jump over the 2080 is significant there's nothing to upgrade for.
It'll probably be a very limited supply paper launch to drum up demand.
They are pushing ray tracing hard though, this tool is pretty awesome. Basically any DX8/9 game can be modded into an RT game now.
https://www.moddb.com/news/nvidia-releases-dx89-rtx-modding-tool