I have to agree with this. I wouldn't be so forward in calling people cheapskates mind but time and again, I have read that all that matters is price, NVidia are ripping people off, AMD are price to performance king etc but being someone who uses both AMD and NVidia, I feel AMD are generally aimed at the Lidl shoppers and while the cards are good, the overall package does leave question marks on AMDs commitment to its users.
I doubt many high end PC gamers are Lidl's shoppers Gregster. The two things don't go hand in hand tbh.
The 7970 was £420+ at launch, and the 290X. That's hardly a cheapskate product.
Think more Xbox 360 / PS3 in 2015 for the conscientious Lidl shopper. Again nothing wrong with that, some people have less money and it's not something that should be joked about / used as a derogatory term imho.