It is a nice card and I agree, but... It's not USD $650 nice.
This card is a very tough sell for AMD, specially since ITX cases that can house current long cards are not hard to find or weird enough to make short cards a thing.
It's nice to see it's up there with the GTX970 in terms of efficiency, since HTPCs need that to be viable and the card has no apparent shortcomings from what I could read here.
All in all, it needs to drop a bit in price. It's not "650 nice", but making it "~500 nice" sounds way better. Specially when the 970 mini is at 400.
Cheers!