Maybe you are right. AMD has said from the beginning of the year that HD7970GE will remain the flagship product until end of 2013 while HD7990 will be positioned against GTX690/Titan. The 20nm rumor doesn't make sense since AMD would have to tape out those parts far in advance and start ramping up volume production over the summer for October 2013 launch. If they do release HD9970 series on 28nm in October 2013, then 20nm becomes available by 2H of 2014, this will be one short-lived stop gap series, or "lame" series.
Right now after-market 7850s can be found for
$130, 7870s for
$170, 7950s can be found for
$241 USD, 7970 1Ghz for
$355, HD7990 at
$670 with 8 free games.
If AMD brings out a card with GTX780's performance at even $550, it will still be terrible value compared to their own HD7970 1Ghz. With these prices, AMD doesn't need to do anything at all. They could bundle BF4 with $240 HD7950 V2 & $350 HD7970 1Ghz cards and coast for another 5 months easily.