Well, if you don't like the looks, there are always partner models with classic "gamer" aesthetic. I kind of find it interesting, even if not nice looking. I really miss times when card partners actually we're doing different designs. Today they all do basically same design with bit different color and RGB scheme.
As for 3090, I guess nVidia feels like they can further milk people who want top end card. It is low volume high price market and 2080Ti has proven that consumers will just consume and eat price hikes without restrain of saying enough, we will make do with what we have and boycott you till you go back to reasonable prices. So why not try to see where there is limit, they would be crazy not do it. Plus making it 3090 makes it easier to sell the idea of price hike, since it makes people feel like they are getting more. While nVidia is just profiting more from you.