It shouldn't be linear though. They should be putting in the work to better optimize and take advantage of newer architectures. 4k60 sure is fine for needing higher tier cards. Been that way for years, but for lower resolutions, you shouldn't need to spend $350 to hit 1080p60. A few years ago a $200 and lower card would be able to do this.
They are a multi-billion-dollar company, there's really no excuse especially considering they delayed the PC version over a year and they most definitely started this during the console development as well.