Personally I feel that the Nvidia cards are still over priced, with the AMD cards coming in a little closer to reasonable but still more expensive than they really should be.
That being said I did build a new system a few months back and it would cost about the same to build now as it did then, even though the gpu I purchased is about $70 cheaper now, the cost of other components has gone up.
I went with a 6700xt because it was available at msrp at the time, and is now well bellow that. For me the 6700 works great I have no issues in game with all the eye candy turned up max on a 1440p 165Hz monitor.
I still keep an eye on the gpu prices and if I saw a killer deal on something like a 3080 I would snatch it up, but it would have to be a really great deal.