£204 (Excluding additional import costs eg shipping costs), so lets say theoretically, upping to 8GB Vram and aftermarketcooler pushing it up to £260.
You can get a gtx 1070 8GB aftermarket cooler for £374.99.
https://www.overclockers.co.uk/kfa2...ddr5-pci-express-graphics-card-gx-091-kf.html
According to the recent leaked benchmarks, the GTX 1070 firestrike score is 44% faster than the RX 480. Benchmarks -
http://videocardz.com/61005/new-amd-radeon-rx-480-3dmark-benchmarks
A £374.99 GTX 1070 8GB would be roughly 44% more expensive and 44% more power than a £260 8GB 480 (Both aftermarket).
Based on the leaking benchmarks and theoretically pricing above, I think both cards would be priced in accordance with their performance, so if the 1070 is overpriced then so it the RX 480.
I'm not saying the current pricing is right, they are over priced. But if the theoretically example does become reality, then I hope people don't see the RX 480 as 'cheap'.