Seems like they had to come-up with this otherwise PC gaming would have been left in dust, which still is, since new GPUs are not that good, as compare to upcoming console gaming, if we look at hardware specs.
PS5 and XBOX X series are touted as better than 2070 Super and Xbox mentioned 4K @ 60 FPS which is in the realm of 2080Ti and that too @ $500 approx (expected) .... now why the hell I will spend $1200+ on that GPU not to mention other PC components if the line b/w them is thinning and the price difference is shooting through the roof !!
It's a shame that 2080Ti in today's time cannot deliver 4K@144 Hz at least .... People at this cost would like around 200 Hz or so.
Not to mention, At least, XBox also bringing Ray tracing and may be other improvements @4k/60 Hz.
FYI: I was thinking of building PC for 90 % gaming and some other usual PC stuff like browsing internet, etc with 2070 Super or 2080 Ti but seems like 2020 is going to be a pain.