I agree with you; if only they caught Nvidia more flat-footed and they were forced to drop pricing mid-release. The waiting right now is killing me, I tell ya...The rumour-du-jour now is that the RX 480 8GB will cost $229 (link). If it gets close to the GTX 980 performance, that's what I'd be happy with for 1080p and it's quite cheap.
I have a feeling this is pissing off Nvidia. I would have expected the 1060 to be between 970-980 and probably cost $250-300 with 4/6GB. Now they can't do that, as AMD would be either cheaper or a stronger performer, or both. Seems to me the RX 480 just made Nvidia have to make a stronger 1060 and limited them to a specific price bracket. That's only good news for both AMD and Nvidia customers: competition is always good!
I'm looking forward to reviews in 9 days. After that, probably it'll be hard to get the 480s, so I'll wait a few weeks and I'd expect to have decent leaks on the expected 1060 to make an informed decision.
It's an interesting time to buy a GPU!