I heard that in the US they are going to offer rebates and AMD will swallow the cost. Not sure how that will play out in the UK of course but yeah, this was known for a while. I think AMD deffo intended to price them higher then saw the preview vids from the likes of GN and etc. Hence the change of heart. So only the FOMOs will pay too much which is usually the case. Any one with an ounce of sense will wait until they hit the prices AMD said they should.