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m0ney said:

AMD's suggested? price is 240 usd for 8gb model but here in europe it is 300+ euro, making it actually a worse deal than Geforce 970 which can be found at 250 euro.

It's unfair to compare the 8GB RX 480 with the 4GB (or 3,5GB) GTX 970. Compare the GTX 970 to a RX 480 4GB. That one can be had starting at ~230€. Also at least in Germany most RX 480 8GB are only priced ~270€.