RRP prices are set for the US and Chinese market afaik.
Knowing those figures, exchange rates, sale tax and current market trend in the UK can help us to estimate the pricing strategies here.
The dominant factor will be retailers and their margins, this will be based on the cost of purchasing hundreds of units from their suppliers, suppliers are either directly manufacturers (Gigabyte, HIS, MSI, Asus, Sapphire, etc.) or third parties that purchase in bulk and resell to foreign markets, then there is a fixed price (most likely) that AMD charges AIBs for the GPUs and PCBs, and whatever the hell AMD can supply them with (I think RAM modules come from a different party).
I'm not sure if reference cards are fully manufactured at AMD's cost, in that case AIBs would take care of packaging, warranties, service and that chain of business.
What you need to take into account is that RRP includes the US retailers margins at quite high level but doesn't include the VAT.
It annoys me greatly when people start shouting at AMD/Nvidia for their pricing strategy in the UK. There's none.