I suppose so. This, to me, highlights a big failure on AMD's strategy, whether it's marketing or production issues or something else I do not presume to know. Yet, the 1060 is out in force with specs ready, customs on sale and with reviews pouring in while everything we have on the RX customs is speculation\leaks.
With prices being roughly equal on many countries I wouldn't be surprised if many take the safer route of grabbing the card that's already been reviewed instead of holding out for a big question mark.
Funny coincidence: I have a work mate who hasn't been keeping track of GPUs at all and he IM'd me just now asking which 1060 custom I think best, he didn't even realize the 480 is a thing, since every online store and review site is covered with a gigantic Nvidia banner and 1060 reviews.
Agreed, amd dropped the ball again. Suspect nvidia had lots of failed 1080 chips to make tonnes of 1060s and some 1060s are on 1070 boards anyway.