We are at the tail end of the 10-series GPU live cycle. Everyone is waiting for the 11-series release. Why would any one buy an overpriced card now that is sure to be made obsolete in just a few months time?
Some rumors which seem to be somewhat on point: https://www.extremetech.com/gaming/267982-nvidia-gtx-1180-sp...
The rumors those are NVIDIA is going to raise the price of its GPUs further though.