Splitting hairs here, lets start with some basic facts, more memory(always good), superior DX12, faster in more benchmarks, also 480 is up there with some 980 benchmarks, end of the day it's down to if he thinks the money is worth what he is expecting out of the card, he could wait for Vega but then that is not going to be cheap.
Yes you can argue not a major upgrade, a slight upgrade would be reasonable.
Yeah each to his own. I still say 970 - rx480 a sidegrade and should be avoided. £200 for 5%-10 more performance in some games, 5% less performance in others is not an attractive option to me (Doom being the exception, though it's one game..).
Also remember that Vega is launching soon, which is a brand new architecture. RX480's (Polaris) will then be 'last generation' cards. Plus don't expect Vega to only be the flagship cards. AMD have already said that there will be a full product stack launch for Vega, meaning we'll see a mid range RX480 replacement etc. We just don't know which cards are launching on release yet.
IMO, RX480 = awesome upgrade for cards like the 7970 and older.
If you're on a 290, 290X, 390, 390X, 970/980, then wait for Vega (or buy a 1070/1080/titanX now). Extremely likely we'll have a 1070 performance model for £300 or so, once initial price gouging is over. Probably a 1080 performance model for £450-500, again once initial price gouging is over. Probably a 16GB flagship for £800+ that will be the 1080ti competitor.
I feel that if AMD price these any higher than that, they just won't sell, as NVIDIA mindshare is so rampant. There are armies of posters on this very forum already salivating over the prospect of Vega failing etc, that are eager to start posting their negative comments if so much as a screw is the wrong colour on the reference cooler
