It's almost like people can't critically think at all.
Again, simple comparison, RX480 + 8GB gddr5(guess around £20) as well as the AIB taking a decent cut of that profit, these sell for £220. How do people think smaller cores than that HAVE to cost £400+?
At those prices, IF accurate, AMD has a very healthy profit, though unlike Intel, they have debt that needs servicing and have spent a lot on recent R&D to develop Zen. AMD need to pay off debt, increase R&D spending for GPU and the the next architecture after Zen(which work will start on pretty much now), so there is a reason for higher prices. THese also work at ~4Ghz at 95W, so yields will likely be lower than gpus at @1.3Ghz and 150W.
I'm both not convinced on pricing, though it's precisely what I thought, one model at least under £300, but AMD has a history of pushing out higher prices than they actually intend. The reasoning for that is to stop Intel/Nvidia doing a price cut right before launch to make the products appear less good value when AMD launch. I remember specifically a couple AMD gpus which Gibbo told me I was definitely wrong on pricing(from what I'd heard) because the earlier pricing handed out was higher on purpose, when the card came out it was a good step below what Gibbo said.
I was actually thinking more like £200 ex vat for an 8 core, circa £250 inc vat for a 'full' part. I might not buy at launch if £300 is the pricing and wait for it to come down a little.