TallestJon96 :
They should be selling the old 460 as the 550, for $80, and then sold this gpu as the 540 for $50-$60.
There is a very simple reason nobody makes new GPUs for under $80: there is next to no profit to be made from them.
Keep in mind that out of that $80 MSRP, there is a ~60% distributor and retailer markup on the manufacturer's own price, so the manufacturer itself only sees ~$50 of it to cover DRAM, GPU chip, PCB, support components, HSF, assembly, testing, packaging, R&D, marketing, gross profit margin, etc. In other words, manufacturers barely break even on those and don't want you to buy them unless your choice boils down to either that or nothing. They'd much prefer that you buy the RX560 for $20-30 more which translates to $10-20 more gross profit for the manufacturer.
Who are you going to get an alternative sub-$100 GPU from? Nvidia has bailed out of that market altogether to focus on $150+ (launch-time MSRP) GPUs.