I name no names
I don't think the performance was the problem, AMD made it very clear from the start the 480/470 cards were going to be mainstream cards replacing the R9 380 cards. The problem was the price, everyone expected the 480 be around £179, but, they were over £200 apart from a limited number of 4GB cards.
That limited number of 4GB cards were actually 8GB cards with 4GB bios.
I bought mine on release day for £175 here on ocuk then flashed it to 8GB as soon as people found out that was the case.
Had it for a year then after mining with it for a few months I sold it for £310 on eBay.
Can't complain really regardless of the performance (not that I bought it for gaming anyway as it went in my HTPC).