What's the problem here? It's priced very competitively with the gtx 580. It's faster, cheaper, has 3gb of video memory (irrelevant in most cases, but the extra 1.5 gb costs money), it's way cooler and eats a lot less power. If you want to compare it with something , compare it with the 3 gb gtx 580, which is like $600. What more do you want?
The 1.5 gb version will probably cost $400 or less, making it competitive in price/performance with the hd 6970 and gtx 570. That's all it needs to do; It's a high end card, no need to compete with the small fries.
The only reason why the previous gen cards form AMD have been cheaper at launch was because the NEEDED to be, for various reasons (i.e. the hd4870 was 15% slower than the gtx280 and ATI had lost a lot of brand recognition by then, so they needed market share, the HD 5870 had to compete with a much cheaper gtx 285 and the HD 6970 was once again outclassed by the gtx 580).
Now they don't.