There is a lot of emphasis of Ray Tracing, but not may games use Ray Tracing, even though most graphics engines support it - and this is something Nvidia engineers probably help facilitate still leaves a lot to be desired. I dont think that this generation is going to see large scale Ray Tracing adoption.
I am curious to see what AMD is going to release, I suspect that they are going to brute force the shite out of Big Navi in order to achieve similar Ray Tracing performance, which I suspect they might not do and focus on budget 1440 performance and trying to make it a norm, and affordable.