The price range has expanded upwards, but for the same money as you paid in previous generations you're still getting a ton more performance. GTX 1070 at $379-$449 packs a lot of punch compared to what you could get for that money prior gen. GTX 1060 for $250 (yes, you can buy them for $250) is also a great deal.
Just because NVIDIA is introducing products at higher price points than previous doesn't mean that gamers are "getting screwed." It just means that for those willing to pay more for even more performance, the option is there.
AMD has 30% share of the total discrete GPU market, but around 22% share of the desktop dGPU market by units. However, from a business perspective, AMD's ultra high end GPUs have not fared well in the marketplace.
Look at the Steam Hardware Survey numbers:
http://store.steampowered.com/hwsurvey/videocard/
GTX 1080 is already 0.42% of the Steam DX12-capable user base and that card is what, 2 months old and constantly out of stock? R9 290-series (that's 290/290X) is 0.99% of that same base and R9 390-series is just 0.73%, and these have been in the market for quite a while at much lower prices.
GTX 970 is 7.36% of that same population, GTX 980 Ti is 1.39%, and GTX 980 is 1.44%.
If I were in charge of making business decisions at AMD, I would take a very long, hard look at whether it makes sense to continue investing in ultra high end dGPUs. They just don't sell that well, so it's a whole lot of R&D and marketing dollars spent for what might not even be a positive economic return.