I would say it is priced right. In between the 1070 and 1080. However, most reviews do not show the 1070 OC which would make me hesitant.
It's got a lot going for it, but too much against it IMO. Firstly it's an AMD card - I expect then to be cheaper especially as the 1080 cooler is much nicer and secondly it's still a power pig and it still gets red hot. I would expect discounts for all of that, yet we are not getting it. AMD are pricing it based on Nvidia's pricing which is stupid because Nvidia have a mindshare like Intel and thus people will always buy the Nvidia card if it is the same price per perf.
AMD needs to make more enthusiast products. Products people don't give a monkey's about, they just want the performance.