AMD seems to want to position themselves as the cards people will buy if the Nvidia cards are sold out. $50-100 lower than the Nvidia equivalent, at best. Going for profit margins not market share.
That's the sad reality. Although, Intel entering the fray may force their hand a bit. If Intel can sort out their drivers and such, they might continue to price aggressively at least for another series or two, that could put AMD's comfortable position as the distant #2 in jeopardy.