I've heard this point of view many times but the fact is - it's just plain wrong. Here are the results of the latest VR benchmark for example: Fact is - NV's cards are very competitive to AMD's in price/perf even if you disregard the more advanced software ecosystem and better overall compatibility with APIs (+FL12_1, +PhysX, +CUDA) and severely higher power requirements of AMD's cards. AMD has to sell a much more advanced cards with twice the VRAM to even compete with what NV is offering - and how is that good for AMD exactly? Even in this situation where a choice between 970 and 390 seems to be an easy one - AMD still looses the market. They need something which will plain be better, always and everywhere, like 970Pro again to turn the tides - and I don't see anything from them that actually can.