I've never understood the argument of not talking about or releasing newer products closely after a launch of something else.
I'm massively taking this first line out of context, so apologise for that. My thought is that from the manufacturers perspective the danger of discussing the new thing before the current thing has hit market saturation is that people who are on the fence will decide to wait another 18 months and skip a generation.
Most of us skip at least one generation anyway as we can't afford to keep up for often the marginal benefits.
If you're 1080 Ti is still delivering on the games you're currently playing, but you'd quite like to try something else or maybe crank up the detail or move to 4k etc. then you may be in the camp that would upgrade to a 3070 / 3080 (if they were available). If Nvidia then tell you it's going to be out of date in 12 / 18 months and their new card will have this new feature and deliver this many more FPS, it will make some decide to skip another generation.
Happens in sales everywhere, including business software that I work in.