From AMD side it seems R9 300 mid-range won't be out for at least 6 months then. It would be an interesting strategy if NV's first wave of Maxwell is 28nm but AMD waits to launch R300 on 20nm since they know they can't deliver 2x perf/watt of Maxwell on 28n. Essentially we would have NV competing on far superior architecture from perf/watt but AMD will compensate with 20nm. This time it's really hard to get any read on 300 series since there have been no leaks at all. The question is why didn't AMD just lower 280/280X prices by $50 and added the same game bundle? For gamers a 3GB 280X for $249 MSRP would have probably been more preferable than a 285X 2GB for $279. Maybe AMD can reposition the 285X as a $279 4GB card.
To get the $ improvements. More density, less memory, no Cfx connector, lower board cost.
They don't like selling their 360mm 3GB cards at $200-300 while Nvidia has a <300mm 2GB card for $300+.
Who knows if AMD even knew about Maxwell's performance characteristics before they started designing this card(how well do these company's gather intel on the other(pun somewhat intended))? They knew the timeframe 20nm was going to be available and they knew about GK104, so they designed this.