News Colorful's Cute GeForce RTX 3060 Will Hit Shelves for $839

So now the AIB's are becoming scalpers, themselves?
There is no point in selling cards from the factory to distributors and retailers at low price so they can land on shelves at MSRP when either one is going to be dumping the cards on eBay for 2-3X the price. Chances are that Nvidia also bumped its own pricing on new orders and all AIBs will be raising prices on new stock as their previous batch contracts run out.

Whether you like it or not, prices of limited goods rising to balance out demand is the free market working as intended.