They may not have that much flexibility in pricing though once you factor in HBm2 costs, and if the rumors of short supply are true there is no way for AMD to actually increase market share substantially regardless of price.
I think the bgger picture is how does AMD intend to become a more profitable and healthy company that can make significant R&D investments, diverse product offerings, happy sharehodlers, pay off their debts. Market share is one aspect. If AMD can slowly push their market share up to 30-35% of discrete that would still be great with console sales, APUs, CPUs, HPC, deep learning, automotive/AV. A high profit-margin 30% market share of graphics cards with millions of low profit console sales would work out very well. 50% market share sold with bare minimum margins would destroy AMD.