they try to get rid that "budget option" sticker for a very long time now. just look at 7970 initial pricing. many expect the card to replace 5870/6970 price wise at around $380 to $400. for those that even more conservative with their prediction they expect it can go as high as $450. then $550 came. even more expensive than GTX480/GTX580 MSRP ($500). bye bye $400 for flagship price from AMD. 290X also debut at $550. with Fury X they increase their flagship price to $650. if not for nvidia dropping GTX 1080 price by $100 when they launch GTX1080ti AMD probably put Vega 64 at the same price as GTX1080 original MSRP.Seems like I read somewhere that AMD no longer wants to be the "budget option". Either way, I think they should stop releasing the same performance for [nearly and sometimes] the same price as Nvidia nearly a year later. That's not going to put them on top.
It will soon be 2 years since I bought my Nvidia GPU and AMD has yet to release something that can even match it in performance.