The msrp of the gtx1070 AIB cards was $379 in June 2016, $399 for the FE version.
The gtx1080 was $599 and $699 for the FE at release 2 years ago.
10 months later in March 2017 they both received a price cut, gtx1070 for $349 and gtx1080 for $499.
https://www.google.com/amp/s/wccfte...70-1060-official-price-cut-specs-upgrade/amp/
It seems to me that the online stores due to mining and supply and demand rarely met these prices.
Prices were higher than the gtx980,970 series but you cant blame that solely on Nvidia, the market drove the prices through the roof by late 2017.
I bought,my gtx1070 around April 2017 for $385 after rebate for a gigabyte extreme edition, a year ago.
Price trends. Not accurate ,they are a little high but a good indicator.
https://pcpartpicker.com/trends/price/video-card/