Nvidia has stagnated in GPUs in my mind. The 2080 offers equal performance to the 1080ti while having 3gb less vram and costing more money! What a steal! Sure they have RTX, but by the time this feature is relevant, original 20 series cards won't be relevant.
This leaves AMD and intel room to swoop in and get some market share.
I just watched an interesting video from gamer meld. Gamer meld said Intel did say all of their GPUs for data center, aib cards, and igpus would be based on one architecture.
AMD did this with GCN and it turned out to be a limitation, hence why gaming GPUs are now based on RDNA and everything else is still GCN.
Also, I saw something from Cortex that said (paraphrased) the 5700 die is tiny and can overclock to well over 2ghz with unlocked power. So it makes sense AMD would enlarge the die and add a bunch more stream processors. If they shipped this GPU with the 2ghz we know it can hit, it would have incredible performance.