I think some people are reading between the lines between the tweet saying the GA104 wont be able to compete and the leaked benchmark a few months ago showing a RDNA card doing ~30% faster than the 2080 Ti, plus the internal rumors saying AMD doesn't think their card will beat the 3080 maybe implies a card around 10% behind the 3080. If so they probably can't launch for more than 550-599 at most.
I haven't been following leaks like I was back before vega & navi came out. It just isn't fun for me anymore.
I'm sure AMD will have some price-competitive offerings to much of Nvidia's stack. I just don't know if AMD will have a statement product to match the 3080. Quite frankly, that would be out of my usual price range anyways.