Sure - but waiting to announce (and hopefully release) for over a month after your competitor is SHIPPING is a sure way to lose sales. At the very least they need to leak potential pricing and performance in the mean time.
Anyway I am still highly, highly skeptical Nvidia is going to move a lot of units so close to launch. The first batch is going to sell out in moments and from then on they will only be available way above retail price. Happens every time...
Also, many are probably looking into a new pc upgrade with the new RTX gpu's. I know I am. But I will most likely go for Intel 10900 CPU instead of the 3900X, the 10900 is also cheaper than the 3900X and XT in my country.