You'd thought AMD would learn a thing or two in the way they successfully undercut Intel and bring that experience over to the GPU scene, but NOPE
The way Nvidia inflating the pricing was a good opportunity for AMD to launch a counter attack, but instead they decide to be silly and smack 16 of HBM2 vram onto the bloody card and hugely increasing the cost, and end up having to pricing it up high making it looks like a joke even against the 2080 (which itself was already a joke comparing to the 1080ti's original price).
Seriously, what were they thinking and who the hell are theyaimming this card at?