Nvidia announced the RTX 2000-series and the market reacted immediately with substantial price cuts for the Pascal flagships. Currently priced 30% lower than MSRP, cards like the GTX 1080 and 1080 Ti from Zotac are leading the "promotional offers." Additional price cuts could occur when the Turing GPUs hit the shelves in late September.
https://www.notebookcheck.net/Nvidia-GTX-1080-1070-cards-get-substantial-price-cuts-after-RTX-2000-series-announcement.324074.0.html