Nvidia don't need to lower his prices at all: 1080 base model perform better in the major part of games (DX11) and any factory OC model outperform Vega 64 by a good margin IN ALL GAMES. Vega OC is slim at best on air.Water cooled Vega 64 model enter 1080ti price range to get some sort of OC (no throttling clocks). Read HH Vega 64 review and try to explain to a PC gamer Vega 64 really worth 100 pounds more than a 1080. Improvements in drivers along the next 2 years? Same applies to 1070 VS Vega 56. Only miners (?¿?) and AMD fanatic fanboys are going to buy these GPUs at these prices.