I see what you mean. This move (and the following price-reduction) could work for mid-range or low-range cards, but we are taking about high-end cards here. In this segment, many would pay $100 more for 5% more performance, or so.
The high-end is all about the performance crown!. The next-best is usually uninteresting and therefore is much cheaper. Just like, 6970 is not that much better than 6950, but the price is much higher. The same is true for 580 vs 570 too.
I personally mean they should try to gain performance, not the opposite, because these are AMDs top-cards, not mid-range.
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