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shikamaru317 said:

The pricing is terrible. All pre-release rumors over the last couple of years pegged Navi as a replacement for Polaris, not as a replacement for Vega. The whole point of these cards according to leaks was that they would offer Vega tier performance at Polaris tier prices (less than $300). Now we find out they are ridiculously overpriced. What a major hype killer for a mid-range gamer like myself. Who knows how long we will have to wait on a $250 Navi card now, and even if we get one the performance won't be a huge increase over the current 580. 

The prices look terrible because they went to the shits after the mining boom. Vega was more expensive at launch.

The other reason is because NVidia inflated their prices so much that even with a higher price, they are objectively still cheap compared to an RTX of similar performance. An RTX 2070 for instance starts at 499€ and goes up to 649€ in Germany.

Also, those are release prices, I'm fairly sure they will drop down fast if NVidia intends to compete with AMD