A few factors. First, those prices are not for the Founders Edition, the MSRP is just for the Founders Edition. Card manufacturers add features (for some value

A few factors. First, those prices are not for the Founders Edition, the MSRP is just for the Founders Edition. Card manufacturers add features (for some value of features) and charge for it. Further, the MSRP is just a suggestion, and a weak one at that. If hardly anyone wanted the cards, would you be asking why some people would buy them below MSRP as stores tried to get rid of stock? Finally, people have disposable income and really want the cards. People buy expensive cars for no good reason other than that they want them and they can. That's how the market works. Personally I was ready for the 5090, as I had an aging 2080 Ti and by the time 4090 were in stock I thought the 50-series would be around the corner and held out. The MSRP was high but I could afford that. If I were single I could afford 2x the MSRP, and perhaps I would have shelled out if one were available.