Well, AMD really fumbled it this round. They could have turned it to their advantage and gained a lot of market share (and future loyal customers) with their 7000 series last year. Instead, they decided to follow NVIDIA's unabashed price gouging, forgetting that given two fairly similar choices most people will always pick the safe known bet.
Yes, the new AMD cards are superior in most practical respects (having more VRAM and this decade's connectors like DisplayPort 2.1 is a good example) , but NVIDIA has a de-facto monopoly and built a lot of hype around its advantages like DLSS, CUDA, and ray tracing. You don't fight something like this with tiny competitive discounts. You lower your pricing as fast as you can and as much as you possibly can to gain market share, and once the customers flock and realize that they don't really need CUDA and ray tracing to play Minesweeper, you start adjusting your pricing and strategy for long time profit.