I can believe this. They sold Nano and Fury X at a bad price per performance relative to Nvidia's competing cards. Vega uses HBM2 which costs more than GDDR5X It has a bigger die size than the GTX 1080 There also could be supply issues and if they don't have that many cards to sell at launch, a smart thing to do would be to increase the price. They may be expecting this card to be attractive to miners and set the price accordingly. The sales of FreeSync monitors may be good and those people will either have to give up FreeSync and buy another card or buy a new monitor with GSync and an Nvidia card. If you like FreeSync, then a higher price may be acceptable to some people. EDIT: Also Kyle is comparing it to the 1080 Ti because "he wants to." He said AMD has not officially told him pricing information, but maybe one of his little birds has.