Clever market segmentation.
You are giving too much credit to their competence to release any smaller sized model.
Alas, not even AMD allows access to their GPUDirect equivalent, and I can't imagine anyone being able to drum up enough pressure for those vendors to flip the toggle to make them available on their consumer lines.
I own a 1080ti (12GB RAM) - and I consider this "high-end" for many people who aren't actively employed for machine learning (College kids and younger especially). I know you can "use the cloud" but I would really prefer not to...
You can always just use smaller models and/or lower resolutions though; of course the results won't be on par but it may reach a qualitative result (for research and experimentation purposes) or good enough result (for personal application purposes). E.g. hobbyists don't need AlphaGo-level go playing AI (which I'm sure had aggregate costs in 5 figures or more to train), reduced versions play all far above our levels -- although in this case there's the interesting effort of pooling hobbyist resources to indeed reach SOTA, see LeelaZero[1] and LCZero.
Some kinds of research will be effective only at large orgs, that's always been true. There was indeed a brief period when people realized GPUs could unleash deep learning/CNNs that you could do anything with a good GPU, but that was very much an exception. To borrow from another field, you cannot do a level of car engine research without all infrastructure to fabricate and test engine prototypes (though you can do some/other kinds of theoretical analysis).
https://developer.download.nvidia.com/video/gputechconf/gtc/...
https://www.tomshardware.com/news/amd-radeon-vii-end-of-life...
Edit: > GPU Memory >= 10G (for fp16)