The OP is talking about this article:   https://www.theverge.com/2018/1/30/16949550/bitcoin-graphics-cards-pc-prices-surge

Because of the demand for certain GPUs, retailers are inflating the MSRP from $300 to $700-800 and taking advantage of the demand.  PC gamers are having trouble affording higher end systems because of the price increase.  NVIDIA is trying to prioritize gamers because they're afraid a lot of these customers will run to consoles, but what can they really do, people will take advantage of profit when it's available.  This should push more demand for lower end GPU's.  NVIDIA is probably worried about losing customer market share if the high prices continue for too long.