While you are right 99%, if AMD never tackle the top end, the top end will never get cheaper. Opposite to that, look at 1080TI vs 2080TI and it's pricing, since AMD didn't compete "up there" in a long time. But that's just for people who want the best of the best at a cost that scales beyond "mid range" cards, in general they'd just need to tackle anything to the xx70 models and Nvidia would have trouble selling their cards. Especially since features like Freesync or AMD sharpening or stuff like that, have caught up to what advantage Nvidia had in the "ecosystem" field. If AMD ever gets a grip on OEM manufacturers, that's their breaking point to leadership anyway.