EVGA basically said that was one of the reasons they got out. That what nVidia charges for the chip+memory is too high to make MSRP work for AIBs. For MSRP, the AIB basically needs to be getting some sort of rebate. It sounded like it's typically temporary so nVidia can claim the product was available at MSRP but there's nothing stopping them from extending it if sales underperform.
Show me where EVGA said anything about rebates. It's was well known that margins are thin long before EVGA left, and no one was surprised about EVGA complaints, but there was nothing about rebates, so you can't use that as evidence for these rebate "theories".
Again, no sign this 4070 launch is any different, than the 4080 launch, or 4070 Ti launch, and no sign of any rebates from NVidia for any of them.
These cards were all met with price complaints on the forums, and none of them have ever sold out. Yet they just keep trundling along at MSRP.
My bet is NVidia will wait and see what AMD offers before they make any adjustment. So far NVidia has ignored the better perf/$ of the 7900 series on top of the slow sales.