nV needs to have cards that their users upgrade to too.
nV's competition currently is themselves.
Well said. For me the availability of high refresh rate 4K displays is also a big factor in upgrading. I am perfectly happy with the performance I am getting from my 980 Ti for 1440p @ 144 Hz and since the displays I mentioned seem to come out earliest late this year, I will probably wait until next year to upgrade. On one hand I really wish I could hop on that train sooner rather than later but on the other hand I am pretty happy how much value I've got from my 980 Ti investment.