They can raise their prices because there really is no competition!(same thing happened with Intel CPUs ever since AMD's Bulldozer debacle) Let's see what AMD brings to the table with Polaris. I remember back in the day Nvidia and AMD used to have price wars, i haven't seen a price war in years between them.
Also, did anyone notice that nearly half their earnings are NOT from GPUs? GPUs still comprise the majority of their sales, but they've really diversified and protected themselves from the declining PC market. Albeit PC gaming isn't declining (its on the rise actually), but kudos to them for covering their as$ in case things went sideways.
Gaming 687mil
BUT:
Professional Visualization, 189mil
Datacenter 143 mil
Automotive 113mil
OEM & IP 173mil
(618mil Non gaming revenue!)
Pretty slick on their part!