It'd be good if people actually waited until after the AIB cards are released before writing the new 480 off completely. I think some people you just cant please. AMD has released a card today that is without doubt the best performing for how much it costs. So what if it doesnt beat NV offerings, its actually quite affordable to most people. Even if AMD gave this gpu away people would moan. How can you possibly expect AMD to magically come up with a world beating graphics card and then sell it for next to nothing? If they were capable of such things they would be dominating the market without competition.
In RL some people dont have a spare £600 sat around for a GTX 1080 all the time, and if your one of those people its easy to rip on others for having to settle for less. Im just interested and hopng the AIB 480s come out and then they overclock quite well in the hope that it will be a really good card for good money.
No one has to have a spare £600, if they do however have the spare £225 that it costs for the 480 then they can and have been able to grab a 390 8gb for the same price with an aftermarket cooler better ocs's and a free game. That's the kicker here imo, not even nvidias competition amds own cards are the 390 and 390x used just as good value and have been here for a while with more stable oc information etc.
In the end I guess it does not matter what we here think all that matters is if the card sells well, and apparently it's selling very well.