Prices aren't even that great against existing cards. I got an EVGA 2070 Super XC Ultra Gaming at Best Buy, of all places, for $519.99, only $20 more than the KO, and it's quiet as a church mouse under anything but the heaviest of gaming, it's a low frequency whoosh of air, literally the quietest post DirectX 10 GPU I've ever owned, and it runs at 2085/1900 GPU/VRAM.
Still, if Ampere lives up to expectations, these prices will likely plummet if and only if AMD's RDNA2 lives up to expectations, but I can't see myself moving from this card for a long, long time.