Something similar happened back when Bitcoin was just gaining traction so I find this article totally believable.
(Prices in CAD)
Just look at GPU prices in this last year. I bought my ROG Strix 5700 XT last year for $600. It died on me this year and I replaced it with the ROG Strix 6700 XT... for $1150! For a negligible performance increase, paying double doesn't seem like a good deal, and I wish I'd just bought some used 1070 or something for $300.
Also, if Nvidia does this, there is NO REASON for companies like AMD or Intel to give a s***. Nvidia prices go up, then so do theirs. There is no such thing as "competition" in markets like this. They all work together to maximize their profits.
Oh, and you can thank all the idiots that paid scalper prices for this price hike, because Nvidia saw that clearly, people were willing to (aka. could afford to) pay the insane markup.