Tom's is being very optimistic thinking that Ada will sell for 1/2 the price of Ampere. Since they know what prices they can get away with, I'm predicting another significant price hike with 4080 going for $999 or more at launch MSRP with 4070 at the $799 tier but street price will be higher. What's also concerning is ADA will also be constrained even more by being manufactured by TSMC which seems to be a major cause of the chip shortage as they basically have a lock on all the top tier nodes.
GPU prices are falling because mining isn't there to support the extreme inflation of last year. Nvidia has secured manufacturing space and paid billions in advance to do so, and it wouldn't do that if it didn't expect to sell plenty of cards. It will also have to compete with miners potentially offloading millions of used RTX 30-series cards. Unless something happens to screw up supply, I expect prices roughly as follows:
RTX 4090: $1,999 — a $500 jump from the 3090, with performance probably 50% higher than the 3090 Ti (at 4K ultra).
RTX 4080: $999 — a $300 jump from the 3080, with performance 30% higher than the 3090 Ti.
RTX 4070: $699 — a $200 jump from the 3070, with performance basically matching the 3090 Ti.
RTX 4060: $499 — a $160 jump from the 3060, with performance close to the RTX 3080.
RTX 4050: $329 — a $70 increase from the 3050 for approximately RTX 3070 performance.
Those names might change, potentially a lot, so there could be "Ti" variants in between a bunch of the models. But basically that's where I expect prices to land right now. So when I say there will be a new RTX 4080 that costs half as much as the 3090 Ti and provides better performance, that's what I'm thinking.
Maybe Nvidia will surprise us with better prices, and of course the 4050/4060 won't be released until mid to late 2023. There's also potentially room for an "RTX 4040" or something, because at present the GTX 16-series cards are the only sub-$250 offerings from Nvidia. I doubt it will fully leave the budget sector, but I'm not sure what exactly it will do to compete. A new GTX series would be really weird at this point, so maybe just take the 2060 design (or 3050) and put it on 5nm, or even 7nm/8nm, and sell it at a lower price.