This wasn't AMD. AMD didn't chance the 480 price in the UK lol.
Yeah! It's more a complaint at performance than pricing to be honest since as you said they didn't really have much say over pricing. There may be logic in buying the 8gb card over a 390 or 970 in terms of new tech, but they didn't really redefine that price range. This is why if I was to buy this card (I was literally about to pull the trigger before the 4gb card pricing changed here) it would definitely be the 4gb card.