Which they will do.According to Pcper it's not, someone else mentioned it may be because of the memory latency. I'm not sure why you think it won't sell, The only thing that'll stop it selling is if AMD ask silly money for it.
the rx480 = the year old 970, same price bracket
FuryX = the year old 980ti, same price bracket
Vega won't be any different, the days of AMD being value for money are over, there just a year behind.
And I have only ever bought AMD purely because of there price to performance ratio, I hope I'm wrong as I don't really want to buy NVIDIA if I can help it.