So I purchased a 3090 recently and waited for today's announcement of 4000 series.  Looks like the pros of the 4000 outweigh the cons of keeping a 3090.  Been reading there's too many heat issues with the RAM on the back side of the 3090 card.  I haven't ever run into any issues with my lightly used 2080ti and imho it is an awesome and great card.  It will run everything I want still.
 
I wish EVGA was making a 4080 because that's going to be the next card I get.  Nvidia claims it uses 10% less power than a 3080ti so it should work fine for me if I'm right.  Well hopefully maybe some day Nvidia can reconcile with evga but it looks like my only option is to buy an Nvidia made card.  I've been reading horrible stories about ASUS not using any thermal pads in their cards so nope I won't buy an Asus lol.  Not using thermal pads on a 3000 series card is downright stupid.
 
EVGA had the best 3090 card, best cooling of anyone but people still say it gets way too hot so I think I'm good without.
 
edit: now my buddy up in Canada that owns a lot of good tech stuff, without getting into too much detail, is telling me to wait and see on that 4080 because in the past Nvidia has said on paper that they had a really fast card but it didn't really pan out.  Also the 4080 has less cuda cores than the 3090 which makes me a bit skeptical altogether.  Well I have a couple weeks to return it, so I will just hold onto it for now. Right now I'm enjoying tinkering with some games and etc, so that keeps me quite occupied over an upgrade.

dwoodward I did a little digging and see what you mean.  some cards had thermal pads that were applied crooked etc.  I remember months ago it was said that they were pumping out so many cards that these defects were common.  I'm just sticking with EVGA.  I think I will keep the 3090 so far, so far nothing has really changed my mind yet.  But I'll also watch and see what comes up the upcoming weeks.  Generally I am fine with ASUS products, their motherboards have become more reliable over the years.  I haven't had issues with EVGA stuff that wasn't user error on main boards or the board just getting too old.