If you think everyone who buys a GPU watches/listens to what HUB say i think you maybe mistaken, the people telling AMD their cards are not worth buying at the price they're asking are the people buying GPUs, that's how markets work.
AMD have tried being 10-20% cheaper (at launch) and people, via how many buy them, have voted with their wallets. Most people are not stupid, if you confront them with a 10-20% price difference on a £500-600 product most people simply won't care, it's hardly even worth a second look for a lot of people because £50-100 simply doesn't shift the needle when you're spending that amount.
What shifts the needle is being able to buy something that gives you a tier higher performance/quality for a tier lower price.
A 20% discount is a 20% discount, its not trivial just because its "only £100" If you're shopping for £500 GPU's £100 is quite a lot of money.
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