FFS why are Overclockers constantly upping the price of the 3090? Sure, "because people will pay it." - but it's still frustratingly annoying.
You're right it's very frustrating but at the same time they are in a somewhat unenviable situation where they know they can't get anywhere enough stock to supply the demand and they are working with a wildly fluctuating currency exchange to bring these in for us over a staggered launch window of several months. There has to be enough margin of error in those prices to protect them from a massive drop in the pound from lets say a no deal brexit announcement or Donald Trump announcing he's moving to the UK, and lets face it those aren't even the craziest possibilities out there at the moment.
As we get closer to the actual launch and they finally start to get product in hand they can accurately calculate their costs and plan accordingly. I do agree that regarless of what they charge they will most likely sell out but I don't see quite the same level of profiteering or skullduggery as some on this issue.