Who has any other option at the high-end? 4090's have been going up in price as they run low on remaining stock. And yes, easy to sell out when supply is low. That's a spinned narrative to say they are "wildly popular" just because they are sold out with no deeper context at all. If this was true, folks would wait for product availability, right? Well, instead, Radeon RX 7800's and 7900's have been flying off the shelves:
Following the RTX 50 series launch, it seems as if many have started opting for AMD's 7900 XTX instead, leading to stock-outs for the card.
www.pcguide.com