well this is it, there is middle men aka distributors. Also the alternative vendors which I think someone mentioned to my last post that AMD actually dont make cards themselves which I thought they did.
One thing I learnt in business tho is when someone says "profit" they are not necessarily been truthful. One of my early jobs I was attending management meetings, and basically if we failed to hit a profit target all the shop floor staff would be lied to and told it was a loss, when it was still a profit but just below the target profit. Ryan claimed that gibbo could still make a profit on each card but it might be that OCUK's operating costs are high in general or OCUK's profit expectations meant the cards had to be sold for more, so yeah its not all black and white.
AMD's latest statement pretty much says tho as far as they see it that selling at 499usd should not be a loss leader for a vega 64 card, you dont set an RRP that loses money for the retailer.
So I thought what would the ASA do, youtube reviews do count as advertising now, hence reviewers been clamped down on by regulators, I think if this got reported to the ASA, they would consider it misleading advertising, they dont care what the wholesale cost is they just look at retail price, but only if the reviews mentioned a price, some do and some dont.