No way. The 1080 came out in May 27, 2016. Based on the general technology guide of things becoming cheaper to make over time, they could easily be selling 1080 like performance for $500ish AUD at least, likely lower. Nvidia stopped making the 1080 for a reason, its more profitable to slap RTX on them and up the price a lot. Nvidia have nothing to gain from reducing prices any further. 1. Anyone with nvidia hardware likely have a 1060/70/80, and there is little reason to get an AMD RX5000 series this late in the nvidia product cycle, especially given the long list of benefits they currently have and the fact that they would be paying a lot of money for similar performance. 2. Anyone with AMD who was going to swap over would have already done so during the 1000 series. Whats left are new computer builds for a very short time while AMD hold the value : performance crown. If you look at the entire technology product space (outside GPU's) its completely normal to lose the crownt temporarily for various reasons. This means very little to profitability, otherwise you would see Apple selling cheap iPhones every time Samsung release a new phone.