The RX480 was in a much better position than the GTX1060 at launch (Roughly same performance for about £50 less), for about a week until they were suddenly out of stock everywhere and prices began to skyrocket. If this had launched 2 years ago it wouldn;t have done jack for AMDs competitive footing, if anything it could have made it worse with the mining craze. As long as it can price match a 1060 I don't think they'll have any issues with sales or competing with their own products.