Soldato
AMD is on record as saying they don't want to be the budget brand and will need to be more careful with profit margins in order to have healthy R&D. hence the FuryX had equal RRP as the 980ti despite being unambiguously slower on release. I wouldn't expect a change form that strategy. With HBM2 their margin will already be lower than Nvidia's at equal price points so there is onyl so much under cutting they could do.
With BREXIT then UK pricing might disappointing people who seem to ignore forex issues when blaming Nvida's pricing (which in USD has barely changed in decades when accounting for inflation)
That's completely wrong, it wasn't until after 2008/9 when Nvidia launched the GTX 260 & GTX 280 (notice the distinct lack of a 270) initially they tried to raise the prices the newly introduced cards to $649 for the 280 and $399 for the 260. The price was dropped after a few weeks when the ATI/AMD 4870 came out, so the GTX 260 was only $299, and the GTX 280 then $499. They were the two top tier cards, it was not until later when Nvidia introduced a new tier, in the GTX *70 versions that the prices started to creep up. So even factoring today's exchange rate and inflation you don't get a £700 card, the lack of competition has allowed them to raise prices, full stop, nothing to argue about.