Tell me, how are AMD making nVidia lower their prices when they don't compete with nVidia on price anymore? Prior to the Ray Tracing era they did, AMD was at some times significantly cheaper, so much so they were proper "value alternatives" with lower performance, less features, and buggy software able to be tolerated.
However, when the RX 5700 series was released, there was such a backlash that they were forced to lower the prices before release just to sell them. Then comes the RX 6800/XT, and, to quote TH's Jarred Walton
$650 for the 6800XT, $700 for the RTX 3080, $50 less for a card that was already slower in rasterization and ray tracing, that's not being competitive, that's pricing so close that AMD would never be an option. And the story was the same with the 7900XT/XTX vs the 4080, $100 cheaper, and 7800 vs 4070, $100 cheaper, that's not competing, that's price matching.
This is why every other piece of hardware in your system has decreased in price over time, yet GPUs have only, at best, remained the same, or increased.