The price war will start....with the 2070 and 2080 tier cards....
It has started already, the RTX 2070 can be had for £378, which seems about right as that is what a GTX 1070 cost, or thereabouts. Obviously AMD will end up dropping the price on the 5700XT to $429/$399 withing 6 weeks of the launch, whether officially or unofficially through channel rebates.