Liars or not, the performance has not been there for me in any of my usecases, from personal to professional.
A system from 2017/2018 with an 8700K and an 8GB 2080 performs so closely to the top end, expensive systems today that it makes almost no sense to upgrade at MSRP+markup unless your system is older than this.
Unless you need specific features only on more recent cards, there are very few use cases I can think of needing more than a 30 series card right now.