Wait until September when prices have stabilized. Navi 5700 custom cards should be in stores by then along with NV Super cards that aren't in stores really yet either.
Then look at value and features you want. It's hard to tell right now how prices will turn up for sure but it's likely to be a wash between 5700 XT and 2070 Super price wise on custom cards. If you need good HW encoder support, use apps with CUDA, want ray tracing GPU acceleration, ... then you're likely left with NV.
Another options is to drop those stupid ultra settings and use medium instead in games etc. I always fine tune each game as I know what the settings do, compare screenshots when I want to see the precise impact. Most of the high-ultra settings in game are only raising complexity of compute while not really giving that better visuals worth the high perf. cost. Things I always max out are textures, texture filtering, model details, aka the good old stuff. But shaders and effects you can totally skimp on and lower them a lot to gain good performance with minimal visual impact, always turn off bloom, motion blur, lens effects, dirt, ...
I do like Navi 5700 XT but I still don't think the pricing is correct to be competitive enough. And you do give up a lot of features compared to Turing.
I have the RTX 2070 which costs around 485 EUR now, my precise model, but other models are as low as 430 EUR. It's a solid card for 1440p but going from a 1080, I would likely not bother, it's a little faster than 1080 now but it's not much is it.
The pricing of GPUs have not changed much at all due to price fixing, they launch new GPUs at same old perf./price = value, so while GPUs are more powerful they also cost more and do not bring better performance to lower price segments.
If you can I would really hold out for 7nm next Navi and NV cards. They should also have HDMI2.1 hopefully DP2.0 too.
The Armor cooler from MSI on 2070 is direct contact for GPU and works well. Even the MSI Gaming cooler isn't bad and has similar design and maybe a little better cooling performance/capacity.