But Nvidia is showing that it's willing to be a bit more aggressive on price. On Jan. 6, the company unveiled its latest GeForce RTX 50 cards, and what took some analysts by surprise was that many of them will be priced lower than the previous RTX 40 series, despite offering significant performance upgrades.

That extra processing power naturally translates to better performance, making the RTX 5090 the new king of 4K gaming. It’s a $1,999 GPU for anyone who wants the best 4K gaming experience, developers interested in AI performance, and creators who want to accelerate video editing.

Scalpers are already listing NVIDIA's new GeForce RTX 5090 graphics card on eBay for between $5000 and $7000, with NO refunds offered.

Not only does the VRAM jump up from 24GB to 32GB in the RTX 5090, but it gets a lot faster too with GDDR7 memory. You’re getting both more of it and a faster speed at 32 Gbps.

Nvidia's newest top-spec GPU, the RTX 5090, gets a thorough benchmarking - including its DLSS 4 features, like Multi Frame Generation.

Nvidia's GeForce RTX 5090 starts at $1,999 before you factor in upsells from the company's partners or price increases driven by scalpers and/or genuine demand. It costs more than my entire gaming PC.