My point was if you remove miners entirely, the target market which AMD is going after is
~50X the size of Ethereum miner's market. Using the current Ethereum network rate of ~ 3,300,000 MH and assuming a worst case scenario that on average a GPU ~ 20MH/sec and all of them are AMD cards (they are not), that means there are probably
at most 165,000 AMD graphics cards mining ether. Ok, now look at the context for RX 480:
AMD's potential market with $199 RX480/$229 RX 480 8GB is up to
8-10 Million PC gamers
a quarter. The 165,000 mining cards is a lifetime number to date!
I am sorry but if AMD or anyone else tries to use mining as an excuse why AMD cannot fulfill demand for RX 480 (i.e., by pointing a finger at miners), it is because AMD failed to build-up sufficient inventory and failed themselves to be true to their word of targeting 8-10M potential PC gamers a quarter. Ether mining might have an initial effect on shortages of RX 480 but if AMD actually legitimately plans to target the mainstream + performance graphics card market for gamers, the demand from miners should be a tiny spec on their supply side. Think about it, let's say we use Q3 2015 #s, even if there is a demand of 100,000 units of RX 480 cards from miners in Q3 2016, that's only 1.25% of the Mainstream/Performance market in the upcoming Q3 2016 quarter! (100K/ 8M cards).
AMD's job is to manufacture as many as they can to meet demand. The nature of the mining demand is irrelevant, since mining is just another general purpose compute activity a graphics card can perform (just like gaming, rendering, streaming video, OpenCL computing, distributed computing, financial analysis, Photoshop, etc.).
Ya, if AMD designed a card for ethereum that has 2-3X the output of an R9 390, many miners would pay 2-3X what the RX 480 costs, but by the time AMD does this, ethereum mining will switch to Proof of Stake making a $200-300 million investment into a new dedicated mining 14nm FinFET ASIC a gigantic loss of $. The reason AMD couldn't capitalize on mining for almost a decade is because it's not something that's certain and you cannot guarantee that by the time a mining specific GPU is designed (2-3 years) that mining will still be in demand. AMD is strapped for cash and have limited engineering and financial resources to pull something like this off.