Yeah, and the sad truth is that scalpers are likely to get nearly all of the first batches of 50 series when they launch so things could get pretty rough for any hoping to upgrade between now and spring-summer.
For those not completely obsessed with performance vs next-gen and holding onto 20 series or older, I do recommend taking a look at either 4080 SUPER or 4070 Ti SUPER. Both have the same die/mem with different speeds and can still be found on Amazon at, or below MSRP, $999 or $799 respectively. Both cards can do significant 4K gaming but excel at 1440p while using RT with or without DLSS. On the other hand, I think there's been some good 7900XT and 7900XTX deals as well at $889 and $689 respectively.