I dont think it would make sense for NV or AMD to ramp up production at this point as that would require them to bear the risk of a market collapse. If they keep supply in line with their estimations of "normal" demand, they will make enough profit to keep shareholders happy and not jeopardize...
Another point to consider is that with a little effort, a 1080ti can generate between $5-7/day on nicehash. There is almost no knowledge required to make this work and it can help offset prices above MSRP. Personally, i will not pay over MSRP for a GPU but i understand why some people are...
I also believe that there is nothing wrong with offering a (Legal) product that is wanted by the market. In addition, with a little effort I have been able to find several 1080tis at MSRP. The nice part about all of this is that I was able to sell older GPUs at near what I paid and able to...