I think to compete with NVIDIA's mindshare advantage, AMD need to price their cards exactly the same as NVIDIA, but be faster.
For example, the 9070 XT should be $750, but 30% faster than the 5070ti.
It's too awkward to be 13.3% cheaper and 12.7% faster, which does work out to the same 30% price/performance improvement. Doing it this way makes the AMD feel like the 'budget' card and the NVIDIA feel like the 'premium' card, and price/performance gets lost in the numbers. Does that make sense?
For marketing purposes, it should "same price, 30% faster". Simple.