I'm a fan of AMD, but at a higher TDP, same price and performance to one of the worst value cards in Nvidia's history, this card isn't competitive. In 5 days AMD will no longer have the Freesync advantage, making them compete on performance, value and efficiency alone. They lose at least in one of those and gain in no other categories. And again, that's against a card that Nvidia is price gouging on with little performance gain over last gen. Plus Nvidia adds RTX to the table, no matter how small of an added value that is for the prospective buyer. Add the fact that even if all things were equal, most people would rather pick up an Nvidia card, and AMD will have a hard time selling this card.
I feel like they launched this card just so AMD can say they have a high performance/4K GPU after all as well, while it wasn't possible for them to price it properly while still making a profit due to this card being expensive to make at TSMC's 7nm. It's one of those "barely worth it but might as well release it just so it's there" kind of products that they pushed mainly to uphold their rep. It was kind of silly that a company priding themselves as a GPU company (pushing GPUs to all high-performance console vendors) had no 4K-capable GPU available. This fixes that, but the card is a very tough sell. I was waiting for a flagship card from AMD, but I won't be getting this one. Feels also like an opportunistic, unplanned launch that happened purely due to the unexpectedly poor current Nvidia line-up.
Paradoxically, it might be a good deal for the computing and productivity folk. Getting a high performance GPU for $699 that's not far off from professional cards might be a steal. Indie devs and start-up studios might go for it. Especially if they ALSO game. But as a pure gaming card, this isn't a good value.