@Venix I do agree that the cards are expensive (I remember when I got my HD 4850 for 80€), but the discrete GPU market prices are actually set by nVidia. @Fox2232 does make a valid point. When it comes to the GPU market, mindshare is difficult to change. AMD fanboys looking to upgrade will buy it, nVidia fanboys won't. Those who have a 500$ budget and haven't decided have no reason to prefer the RTX 2070. The rest of us will simply wait for prices to drop. Also, please bear in mind that AMD's target these days is the CPU market. That's why there are many new Ryzen SKUs and only 2 GPUs. And lets not forget that although Navi cards are supposed to be midrange GPUs, they are way faster than, let's say, my RX 480, which did cost more than 300€ when launched (before the Bitcoin craze that is). Since I'm thinking of upgrading, I'll wait for the 5700 prices to drop below 330€ (or the XT to drop below 380€) and probably get one. If that takes too long, I'll wait and see what AMD has to offer in 2020.