I found the following video from Gamers Nexus to be very eye opening:
Nvidia will be announcing their new generation of Graphics Cards this month (and will probably launch on the 9th of September).
They will be supporting 4th Gen PCIe, and the only CPU manufacturer with support for PCIe Gen 4 in conjunction with motherboards is AMD.
Whether or not the current generation of Graphics Cards will actually benefit from PCIe Gen 4 is unclear; but in terms of marketing it is a coup for this generation and next generation of AMD CPUs and X570 (B550) motherboards.
With the delays they have been having, Intel could find themselves between a rock and a hard place for the rest of the year.