I personally dont care about having GPUs separately branded, as long as the actual build quality is on par with the Nvidia counterpart. Otherwise might as well skip the knives and go straight for the swords.
Unfortunately a lot of people won't look beyond the whole "GAMER" tag
I said this when the news broke about that partnership. they have essentially taken the gaming brands away from the card makers as their own and sadly nothing the card makers can do unless the all did it.
Bad for the industry IMHO