The wording is slightly misleading. We all know this started with Nvidia's eye-watering RTX pricing - it's Nvidia that have just responded to a pricing bait placed there by AMD - a bait so well constructed that Nvidia was almost guaranteed to respond. Important point: AMD's cards have yet to be released! AMD have merely made use of this new headroom to finalise competitive pricing. A very slick manoeuvre, to the obvious benefit for consumers.