I wouldn't say you're ruining my argument or that I'm beating a dead horse. We just have a difference in opinions. Of course it makes sense for them to try and take advantage of the time when Nvidia wasn't able to keep up with demand, I think I even said something to that effect. I'm simply viewing it from a consumer perspective and you're looking at it from a corporate perspective.
Some companies try to reward loyalties, some don't. One example, and I hate to use it, is the original iPhone and iPhone 3g. When the iPhone 3g was released, apple offered a $100 credit to those that had recently purchased the original iPhone. They didn't have to do it, but they did.
What would have made more sense to me, in this case, is to offer a similar type of rebate or perhaps just a game that could showcase their technology. Something to reward the people who chose to purchase their product with the prospect of a price-cut looming. Again, it's not something they would have to do, it would just be a "thank you" to the people who believed enough in their product to purchase them despite having a cheaper, arguably better, GPU on the market.
I think the main concern from AMD wasn't just the pricing of the 7970 in contrast with the 680, it was probably the fact that AMD would have to adjust the pricing of the 7950, and possibly other series, to keep their hierarchy pricing in-line. Adjusting multiple products because of a single release by Nvidia does not make sense at all from a business perspective, so I understand completely their decision to stick by their pricing. That is why I think a rebate or some perk would have been in order. AMD wouldn't have had to adjust their other products, they wouldn't even have had to make it a $50 rebate; a $20-30 rebate would have been just as appreciated, I'm sure, and it would have probably helped sell a few more cards too.
Despite reports that AMD wasn't going to lower their prices, it was inevitable. That doesn't change the fact that, if I were to have purchased a 7970 in the last 3 weeks, I would be a bit frustrated by this news and would probably feel a bit slighted. Hopefully the people who recently purchased the card have some form of price-assurance!