The RTX 2070 Founders Edition will run for $600 or about $100 less than the current price of a new GeForce GTX 1080 Ti. Variants from other OEMs like Asus are expected to come in the same week that will hopefully alleviate stock concerns. Pre-orders for the RTX 2070 are not yet open as of this writing.
https://www.notebookcheck.net/Nvidia-confirms-launch-of-GeForce-RTX-2070-on-October-17-for-499.334554.0.html