I guess they're relying on other niches too, until now the fastest single card consumer GPU you could buy for double precision compute performance was still the HD7990, making this a no brainer for DP workloads that don't need all the other expensive features of enterprise cards, and the only cards you can get with 16GB frame buffer for the workloads that can use it(Probably not a coincident that they're similar sets of workloads) until now are above the £1000 range too.
Might be an RTX2080 competitor in gaming but it seems much better positioned against the Quadro cards with many prosumer, scientific & content creation workloads.
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