This is precisely why there are no real and clear winners especially when either company has different roadmap schedules. If they had a similar release timeframe for their products (such as HD 4870 and GTX 280) then it would be a more valid comparison but while Nvidia may be the first to market, AMD does make a counter and introduce a similar competitive offering. So it's really equal or similar with no real clear winner unless you look primarily at performance. For example with price/performance the RX480 is currently holding the performance crown (but may be displaced with the GTX 1060) whereas for performance the 1080 holds the performance crown (at the expense of price/performance).
Price/Perf isn't the issue when just saying who has the more advanced technology - Nvidia has the upper hand without any argument as AMD hasn't come up with a performance king (that beats Nvidia by atleast 25%) since a few years now. AMD is always playing catch up, which is not really a big deal but it clearly makes them the underdog/company with the inferior tech.
it doesnt matter if the 1080 was 1000$ and rx480 was $9.99 - we are just talking about technological advancements, not hating on any products from either side.