Nvidia drop a card for £260+ that is as fast as AMD's highest end card, it uses a lot less power and has newer Nvidia features, I.e Full Direct X12 support, DSR etc. What more do you want? They are beating AMD cards and using much less power doing it, along with arguably a better feature set. Why should Nvidia price them any less? AMD's 7970 came in at the same price point as the GTX 580 3GB (£420+), and at launch the 7970 wasn't that much better, it took a lot of driver updates to get ahead of the 580 by a decent margin. 970 has come in at £260+ and does the same thing to the 290X.. If anything Nvidia's prices are better than AMD's. With the 980 your paying more for less, that trend has always been the same, with the 'Ti' and 'Titan' offering less each time for their price points VS performance, but for those who want the best (Nvidia) they will pay the extra. For everyone else the 970 is ideal..
When AMD can compete again, Nvidia will aline their new products and prices accordingly.
Nvidia have already released their first new parts. It's up to AMD now.