Yeah seems very AMD. Just when some people (GCN 1.0 and Kepler/Fermi users especially) are really interested in a $199 upgrade, would AMD only offer $229 (or more)?
Of course Reference only at launch has been a mistake from AMD in the past. Given the low TDP I'm hopeful for reasonable acoustics, but having AIB cards at launch reviews would have been nice even if in small quantities relative to blower.
If that's true, it's possible 4GB $199 Polaris 10 was an afterthought. Maybe GP104 release did catch them off guard and forced AMD to have as low as prices as possible and they see 4GB as the only tenable way to get to $199 without eating too much of the margins, and they initially planned 8GB only.