Honestly, what do you expect? I mean, think about it for a bit: put yourself in the shoes of someone at AMD's marketing department and then someone at Nvidia's.
If you were working for AMD and knew you had a dog of a card (slower than the competition, more power hungry, expensive if you factor out the Freesync/Gsync factor, and also arriving quite late) what would you do? They're obviously doing the best they can out of the situation. They're mixing in the Freesync/Gsync factor for price reasons (e.g. to point out that Vega vs Pascal is not cheap, but Vega+Freesync is cheaper than Pascal+Gsync). They're doing blind tests to point out that "sure it's slower, but at these speeds you can't tell the difference". And so on and so on...
Meanwhile the marketing guy at Nvidia is sitting at a desk and in come the techies with: "it's faster, it's cool and quiet, it's early and has no competition" I mean how hard is your job right? No need for smoke, no need for BS, just tell the performance and the (inflated because ...why not?) price and you're done.
Exactly, I did say this back in Nov/Dec. My words were a whole lot of effort and expense just to compete with a smaller Gp104.
As you say they can't price the cards cheaper than Gp104 so they are trying to bang the G-sync/ F-sync cherry on top, to entice the value for money factor.