um yea, of course
They got $650 from me last month for my most excellent GTX 1080 (and a LOT of folks spent a LOT more than I did on them). Until now, $300 is the most I've ever spent on a video card, but this gen hop was awfully tasty. I got about 5 times FPS increase, which is how I justified the cost.
Don't spend it all in one place Nvidia... unless that place is to make your next video card a little cheaper for us. I can't afford this much every year (well, technically I can, but I'm not going to). You've been warned.