I found another article that claims Nvidia will eventually come out with a less costly version, something like a GTX 1180ti. But according to the article, Nvidia is going to hold off on their release for two reasons: 1) to avoid undercutting these new cards, and 2) to unload the stock of the 1080s, 1070s, and 1060s still around.
We shall see.
The new 2070/2080 cards are likely to be announced in about5 days time at Gamescon.
Rumour has it, the cards with have Gddr6 memory (probably 8gb,that's my personal guess) and the 2080 will be roughly 50% faster than a 1080 and about 10% faster than a 1080ti. The founders editions may be available around September and will now sport dual fans rather than the single fan blower design of the last million revisions of founder versions.
If the above is true, I will definitely be picking up a 2080 for a new build. Who knows? But we will probably find out very soon.