No shit. They keep ramping up the prices for cards that have the size and power consumption of a household appliance while they completely ignore the market of people just looking for something that runs a game smoothly in 1080p without overpaying. On top of that anyone who bought a card in the last 5 years just don't have a reason to upgrade right now.
The Battlemage series might turn out to fill that gap. But even there it will only capture the market of people who have been holding off buying a new GPU for almost a decade.