Nah. It is actually them that is making them cost this much.
The 4080 uses exactly the same cooler as the Strix 4090. That means that cost is passed onto you for that cooler. I guess it saves them money in tooling and designing a smaller cooler, but yeah....
This is why my 6700XT Strix cost so much. Because it uses the same cooling as a 3080Ti strix ffs.