Yeah, I'm not sure what the dicussion is right now with regard to MSRP? The Graphics Card market has been bumped up multiple price brackets because of miners, and the effective price is way higher. There is room for AMD to split the difference between miner markup and MSRP and remain flexible (cut the price after initial "demand" dies). Currently the lowest price 1080 on Newegg is $550USD. Compared to the $400 MSRP, there's plenty of margin in there. If it's a successful mining card, they'll still sell every one that they can make. As such, there's plenty of room with retailers for AMD to cut into that reseller margin. As long as they sell quick to miners, retailers will keep buying them even if the NVIDIA equivalent leaves them more margin.