Because End Of Life products are cheaper and will have to be sold alongside the new cards to an extent
Is that why the GTX 1080 costs £300+ more than the RTX 2080?
Now, I'm not trying to portray AMD as some kind of charity and saviour of all, but if AMD sell a 2070-matching RX 3080 for £400 then they're idiotic and just perpetuating all the price gouging greed going on in the GPU sector. They're not price-matching Intel for comparably-performing Ryzen 2000s, I don't see them exceeding Intel pricing when Ryzen 3000 crushes all that opposes it (gotta love hyperbole), so why would they match Nvidia prices with Navi? We've seen Apple and Nvidia take big hits in sales because they've gone a step too far in milking their customers, and you can make just as much profit from high-volume, low margin sales as you can low-volume, high margin sales (don't mention Radeon VII, that's a unique and messy situation).
AMD have a massive uphill battle in terms of mind share, not just market share, and if they can smash out something to match RTX 2070, undercut it by $100 and still make a healthy profit, then it will fly off the shelves, boosting opinion and market share in one hit. It's a long-term strategic game, and doing a short-term thing of "well, we've matched the 2070 so let's charge the same for it" just will not work.
Those are the price points I'd anticipate and it depends how fast or slow Navi is. Let's say a 3080 matches a 2070, they could charge £400 and it'd be best of class. Or if a 3070 matched a 2060 why not price it at £300? But if 3080 only matches the 2060 and the 3070 only matches the 1060ti, they have to beat them in price because of Nvidia's superior brand image.
Yes, and that applies across the board regardless of how Navi performs. Like I said above, they
could charge £400 for a RTX 2070 competitor, but is that a sufficient undercut to swing sales? A RTX 2060 competitor for £300? That's only £40 cheaper; is it enough? It's not about just profit, it's about gaining market share.
So let's say an RX 3080 does indeed match the RTX 2070 and it costs AMD £150 to make. They could charge £400 and have a 267% profit margin for every sale. They could charge £300 for it and have a 200% profit margin (and I agree with you in that I'd snap one up in a heartbeat). Now yes, they'd make more money
per sale on the former, but if they have double the
total sales with the latter then that's simply more profit, and increase in market share and an increase in consumer confidence in the brand (i.e. fair pricing and not total rip-off merchants).
All the good stuff for shareholders. And seeing how Nvidia shareholders are selling in droves because of poor RTX sales (for one), I'm inclined to believe AMD won't make the same mistake themselves.