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You have a 1080, clearly the high-end is for you, so without question nVidia is the only logical choice.

For low-end and mid-range, AMD is often a better alternative.

For the CPU side of the equation, Zen 2/Ryzen 3000 series is easily the definitive option for now, unless you need something specific on LGA2066 from the Intel camp, AMD is simply a better option across the entire CPU pricing spectrum right now... Which is certainly a full reversal from the FX Bulldozer days where it was impossible to recommend AMD.