The problem with AMD is they shoot themselves in the foot because there is always a catch.
To give an example, free sync. You buy the monitor that supports it, great. You buy a GPU that supports it, great. You open the GPU and install it, great. You get the cable out of the box and install it, great. You install the drivers, but when you look, free sync not available. Why you ask yourself. Then it hits you, the cable they included was an HDMi cable, that is not supported by free sync. Why would you do this?
All that advertising for a great technology, and their partner does not put the right pieces in the box to use that technology. With partners doing silly stuff like this, it does nothing to help the AMD/Radeon brand.
I'm worried with all these new boards coming out, we will see some silly little caveat that will slow then down from reaching their full potential.