I guess they don't want to sacrifice any visual fidelity. It's funny because I actually love tweaking settings as a PC gamer to get the best image quality and FPS compromise. I still have a meager 980 Ti and I run a 3440x1440 display, so I'm a little underpowered.
But because Ultra settings are a sham nowadays, I just find out which settings have the biggest performance hit and lower them to high. Leave everything else on very high or ultra and get the same FPS as the 2080 owners with the graphics looking 5% worse.
It IS nice to have an ultra beefy card and just crank everything and not worry about it, though.