A lot of the inflated pricing is the forced bundles. Plenty of good options if you also happen to want a $400 motherboard, $300 SSD, or a $600 monitor. For some people, maybe great. For others, not so much.
And there are a few overpriced cards, but they are consistent, so I think that is coming from the manufacturer.
Lately, there have been some unbundled cards, and at reasonably prices close to MSRP, at least for the cards in question.
The card I bought was indeed EVGAs retail price for the FTW 3080Ti, and unbundled. I really didn't need a 3080Ti, but first reasonable choice that has come up, and I did skip the 2080Ti (which I said I was going to buy) GTX1080 lasted me five years, hopefully this does the same.