It was not actually. The last time this was the case was Maxwell:
https://www.techpowerup.com/gpu-specs/nvidia-gm200.g772
Beginning with Pascal, Nvidia’s top GPU was not available in consumer graphics cards:
https://www.techpowerup.com/gpu-specs/nvidia-gp100.g792
Turing was a bit weird since instead of having a TU100, they instead had Volta’s GV100:
https://www.techpowerup.com/gpu-specs/nvidia-tu102.g813
https://www.techpowerup.com/gpu-specs/nvidia-gv100.g809
Then there is Ampere’s GA100 that never was used in a consumer graphics card:
https://www.techpowerup.com/gpu-specs/nvidia-ga100.g931
Ada was again weird as instead of a AD100, it had the GH100:
https://www.techpowerup.com/gpu-specs/nvidia-ad102.g1005
https://www.techpowerup.com/gpu-specs/nvidia-gh100.g1011
Now with Blackwell the GB100 is the high end one that is not going into consumer cards. The 5090 gets GB202 and the 5080 gets GB203.
Rather than the 40 series and 50 series putting the #2 GPU die into the #2 consumer card, they are putting the #3 GPU die into the #2 consumer card.