AMD are being greedy. It really is as simple as that.
Their technology is inferior to Nvidia's, their R&D budget was clearly far less than Nvidia's, they have no hardware accelerated ray tracing or DLSS with dedicated hardware and yet they are basically asking the same amount of money for the same amount of raw rasterization performance.
Let's face it, AMD/ATI GPUs have never been as good as Nvidia (apart from that one time with the 5000 series, and even then Nvidia answered with the 500 cards) yet slowly since then they have been creeping up their prices to take the pee levels with Nvidia.
Now I wouldn't mind if AMD pumped in a ton of cash to effectively come up with a world beating ground shaking GPU but they haven't. All they did was shrink Navi. They added nothing more than that, yet they want big boy prices for their GPUs, quite probably all based on their CPU successes over the past few years.
Which is stupid.
And yeah, the last post raises the point entirely. £400+ for a 1080p card. Why? why on earth would you even bother? it doesn't even do anything special at 1080p like hardware accelerated RT. I mean, I could see someone paying £400 for that, even if it were just to try it and see what all the fuss is about.
And I am not jumping on the Nvidia hype train with RT at all. Personally I still don't reckon it to be much. However, at least it's there.