i'm still trying to wrap my head around exactly why the rebates are horrible. amd can't force retailers to sell the things at $499. that's illegal. it's not even the entity selling to the retailers/distributors; the board partners are. amd also can't force retailers to accept the rebates to sell at $499. again, that's illegal. amd can't force retailers to sell 1 board to 1 person. a) implementing that would be a technical nightmare - shopping cart and account software would need revisions, at the minimum. b) it's also probably illegal.
so, what is amd to do? it can't set prices at the retailer level. it probably can't sell boards directly into this segment under its contracts with its board partners. it also knows that all graphics cards are getting bid up to what miners think they're worth. (case in point: 1080 is better from an FPS/$ standpoint than the 1070 is right now, when is that ever the case?). and end-user rebate for $100? i don't know that that would bring the effective price down for a consumer to where amd wants it, but maybe the optics would be better. although, again, i don't know why the optics of the retailer rebate are so bad, anyway.