But most like me would rather have £100 or so off the price and not have the games.
The games cost AMD less than $10, so no they can't drop the price £100 because the games cost nowhere near that.
So if they were to drop a $700 card to $690, sales would be no change.
But bundle in a load of games with an RRP of $150 which people may have considered going out to be buy and all of a sudden it has a dramatic effect on their sales.