GPU prices being affordable is definitely not a priority of AMD's. They price everything to be barely competitive with the Nvidia equivalent. 10-15% cheaper for comparable raster performance but far worse RT performance and no DLSS.

Which is odd because back when AMD was in a similar performance deficit on the CPU front (Zen 1, Zen+, and Zen 2), AMD had absolutely no qualms or (public) reservations about pricing their CPUs where they needed to be. They were the value kings on that front, which is exactly what they needed to be at the time. They need that with GPUs and just refuse to go there. They follow Nvidia's pricing lead.