They are never going to do that. It doesn't make any sense from a business logic. They cannot launch a new gen product at the same or better price as the older one which is still in the market in the thousands. No one will buy the older gen anymore and it will lead to a huge loss. Another business reason is the partenered-retail chains and stores will be hesitant to order as many volume as they did like the previous gen product. They will not be confident that people would even buy so much anymore when they already know that the manufacturer could release a new model out of the blue. Thus again leading losses to the manufacturers end. Assuming they launch new gen cards now they will have to set the prices higher than previous gen and who's going to buy them? The GTX 1000 series may be a little old but it's still the latest Nvidia cards because new gen hasn't been launched (in the market). It still has no replacement.