Exactly. Sharks who stop swimming drown.* Also, by waiting 'too long' with replacing pascal, or even hinting at a replacement, you might well end up with holdouts who were sitting on maxwell generation (or perhaps even prior) cards who originally wanted a bigger performance upgrade than pascal offered buy a pascal card anyway because the wait is simply getting too long, or maybe their card died. So now when pascal-next comes along they're no longer in the market for a new GPU, that's lost customers. *Actually, no they don't, we know that now. Still a good figure of speech tho.