Its remarkable how people seem to forget that AMD's most recent high end card had the same RRP but high street price at the 980ti which was faster.
No we didnt forget. The difference is when AMD does it most people will say "hell no" and keep the money in their pockets and AMD will suffer the lost sales but when nvidia does it they somehow manage to sell truck loads all the while we have people screaming left and right about how insanely expensive it is before they press the checkout button. Of the two I personally find the last the worst kind of hypocrisy.