You'll find that when AMD are the top dog, they are more than happy to make their own prices ridiculous. Don't forget the 7970, etc.Short term maybe but it could give amd a massive boost in market share, then we all win.
Market share isn't really something we need to be concerned with, as consumers. Really we just need to buy whatever is best value at the time.
Wanting AMD to use unethical/anti-consumer practices to gain market share... is an odd desire from a purely consumer viewpoint.