The frustrating bit for me is they are competing with NVIDIA's worst value card. The 2060 is just flat-out better value than the 2070 (the performance difference is fairly minimal, much less that we are used to with *60 and *70 cards), and the 2080 is a better value upgrade (since the performance difference and the price difference between these cards is pretty much proportional, something we rarely see on higher specced cards -we usually pay a premium to move higher up the stack). I wouldn't buy a 2070, and I won't buy a similar-performance, similar-price 2070 competitor either. Neither option is good value. It's almost as if AMD decided "well, our cards are shit, but we can compete with NVIDIA's *worst* card at least".
The 480 and the 1060 traded blows *and they were both good value compared to other cards available at the time*. This is decidedly *not* what we are getting here.
My guess in AMD do not actually anticipate moving a lot of volume here.