Indeed. Even if the leaked prices are accurate, you know that's just AMD's recommended reference board price. By the time AIB have added custom PCBs and custom coolers and everybody in the distribution and retail chain have added their margins, the price will be much different.
And you just know the second these things prove to be popular, retails will start gouging the hell out of it under the pretence of "maintaining sales expectations".
The difference is it shouldn't be £350 for what will be a 3 year old performance benchmark, and consumers would only snap my hand off because mining and RTX have skewed perceptions on what a GPU should cost ,and AMD pricing Navi to undercut RTX but only a little bit isn't going to win them anything. Assuming it is profitable to do so, AMD need to come in hard with Navi prices to force the midrange segment back down to sensible prices and also to foster their own sales. Vega was stupid money when it first came out, AMD need to be aggressive for Navi to be deemed "worth it" but there also has to be a significant price gap between Navi and the equivalent RTX to ensure the promise of ray tracing on RTX is not worth the price gap.
Let me put it this way:
If the RX 3080 as rumoured was £50 less than an RTX 2070, which would you go for?
If the RX 3080 as rumoured was £150 less than an RTX 2070, which would you go for?