We're only a couple weeks out from launch. Give it some time. Literally every new release gets scalped these days. Even the B580 and that's an entry level card. At least Nvidia is pretending to care about gamers and that's more than you can say about Newegg conning thousands of people to create accounts and give up their data so they can spam your email with overpriced PC components, just for the chance that they'll sell you a GPU at scalper prices. How anyone still uses Newegg is beyond me.
The program actually makes sense as Nvidia isn't losing out any profit by ensuring the cards go to gamers instead of scalpers that buy out Best Buy's stock.
I signed up for it but only because I'd already planned on buying a 4080 super anyways, but didn't when prices shot up with the lack of supply, although I refuse to pay a penny over $999 for it. If I get picked I guess I'll buy a 5080. If not I'll just wait and see what happens with the 9070xt. No big deal.