RTX clearly needed to launch a generation later, on 7nm or smaller so they could have enough RT cores to release a product that didn't have to cost over a grand just to get decent (not good, just decent) performance. Nvidia wanted to confuse the casual gamer into thinking ray tracing is an Nvidia feature rather than a Directx12 feature (I'm sure other API's will support it soon as well.) and in doing so they rushed out a really disappointing and overpriced product just to be first to market with ray tracing.
When Nvidia bought Ageia back in the day, it seemed like they were doing gamers a favor by keeping us from having to start worrying about buying graphics cards and physics cards. This shift to releasing astronomically high priced products feels like a 180 from the nvidia from back then. I wonder if the damage they've done to their reputation will really hurt them in the long run. Speaking for myself, I have never bought an AMD card for myself but at this point I would much rather support AMD than Nvidia.
i7 7700kK @4.2ghz
16GB DDR4 3200mhz
GeForce 1080 Ti