Nvidia release the most powerful GPU ever for the fourth time in under a year – but why?

I appreciate that headline inclines a little towards melodrama, but this is really the situation: with AMD having spent the past year as something of a sleepy giant, Nvidia have been engaged in serial one-upmanship with themselves. Just under a year ago, their GTX 1080 GPU became handily the world’s most powerful consumer graphics card, followed by the even beefier 2016 Titan X shortly afterwards, which was then marginally pipped by the comparatively affordable GTX 1080 Ti last month. Now they’ve leapfrogged themselves once again with a new $1,200/£1,180 brute known as the GTX Titan Xp.

Specs’n’that below, but I think the bigger question here is ‘why are they doing this?’ Are they scared of AMD’s long-delayed riposte, or are they trying to trounce yesterday’s reveal of Microsoft’s new 4K Xbox?
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