The RTX 2080 realtime ray tracing hype

And they claim thats the price of technology “now”… I can’t understand that… what if they have spent 10 years (as they claim) and the whole research has brought nothing else but Pascal? Will they charge more suddenly for the same? I think if something is good enough, the amount of sales will pay for the research faster. This seems an attempt to grab your money fast because AMD is right there in the corner… (lets pray Navi is the answer).