PC gaming isn't dead; it's actually picking up steam in a big way and so is the DIY PC build market.
A GeForce GTX 1080 from NVIDIA carries an MSRP of $499, and there have been many occasions in the past where cards at that price could be found on etailers like Amazon and Newegg.
That's not one, not two, but six GeForce GTX 1080 cards priced at $6,700.
We're in a strange period where tech reviewers essentially have no reason to even review GPUs and subsequently recommend any.
There's a reason these GPUs are priced so high; some people are actually paying those prices.