They can it for 450$ launch, but for AMD would be better 350$ and that would be double kill for 4060 and 4060ti
I bet they could launch that 7700XT 12GB for $320 with an adequate profit and unless they screw up on something else like a noisy cooler, too much power from the PCIe slot or defective heatsink they would get universal praise from all decent reviewers.
The problem is they've managed to fuck up all GPU releases this gen by setting their MSRPs as if the ETH Proof-of-Stake and BTC value crash had never happened.
They're either living through a massive cognitive dissonance or they're joining Nvidia in bullying their customers into accepting enormously inflated prices that only translate into massive profit margin increases to themselves.
Which then fails spectacularly, because AMD has been having their worst year ever in discrete GPU shipments and there's no sign of change.
A
bad quarter used to be selling 1.7 million discrete graphics cards. They've been selling half of that for 3 quarters in a row. Give it half a year and they're probably fighting with Intel to see who gets to pass 500k cards sold.
At this rate, AMD might as well just quit spending R&D money in discrete GPUs and call it quits. They're steadily driving themselves out of this business.