mpc007 :
Well you dont get me convinced that AMD, because of their mission, suddenly lost any desire for making money and profit. It is nice that seem to have a good offering now, but they had to make amends after the R9 Rebrand Series. Cards like the R9 390 were way too expensive when they were introduced - and after. They let Nvidia get market share with the 970 so I dont feel very sorry for them now.
That's not true at all. Look at the launch price on Pcpartpicker and you'll see that 390's were sold cheaper than 970's, by about $20 on average. Due to the 390's NVIDIA lowered their prices, not the other way around.
That may be different to you but it was true where I live as well.
NVIDIA got more market share after half the people complained and always mentioned the R9 390's power consumption. It's funny that when someone posted help about the R9 390 power supply, most of the time were told to upgrade. But a GTX 980 Ti was apparently fine on a same wattage/same quality, a card which draws even more power. So much confusion between performance/watt and actual draw...