They don't know how. We've seen it again with the 9070 series. They genuinely thought that they can price those cards at Nvidia -$50 AGAIN. They changed the pricing at the last minute.
Everyone other than AMD seems to know that they have to lower their GPU price considerably compared to Nvidia. Like, at least €150. It's a lesson they'll never learn. I ended up buying the RTX 5070 Ti because it was priced literally 50 euros more than the RX 9070 XT in my country. At this point AMD's GPU division deserves to fail.