Ok, so... I don't really see what this article is about. Yes, AMD claims more performance-per-dollar because that's what the market has shown. Granted, prices are all over the place but they're all over the place for nVidia as well so it's still a fair playing field. The truth is that the best values on video cards have been AMD cards for quite a while. Don't forget that the RX 5700 XT was Steve Walton's favourite card of that generation. It sure wasn't the top performer of its generation so its value preposition was what made it special.
"If you're looking for maximum value it's the Radeon RX 5700 series that delivers."
- Steve Walton, October 22, 2019
$400 GPU King: Radeon RX 5700 XT vs. GeForce RTX 2060 Super
Now, granted, prices have been insane and AMD doesn't offer better performance-per-dollar in all cases if the cards are at MSRP but MSRP has been completely irrelevant for both Radeon AND GeForce cards. When I was looking at the RX 6800 XT and the RTX 3080, the RX 6800 XT was by far the better value. At 1080p, the CPF for the 6800 XT was (at the time of the test) $3.29 while the 3080 was $3.76. At 1440p, the CPF for the 6800 XT was $4.14 while the 3080 was $4.57. Finally, at 2160p, the CPF for the 6800 XT was $6.98 while the 3080 was $7.14. I haven't done the analysis for the other cards but at least, in this case, AMD ain't lying. This was one of the major factors in my choosing of the RX 6800 XT.
It's a known fact that the RX 6800 XT and RTX 3080 are pretty much neck-and-neck when it comes to performance:
"As it's often the case, depending on the game and even the quality settings used, the RX 6800 XT and RTX 3080 trade blows, so it's impossible to pick an absolute winner, they're both so evenly matched."
- Steve Walton, November 15, 2020
AMD Radeon RX 6800 XT Review RX 6800 XT vs. RTX 3080: Fight!
From everything I've read, the RX 6800 XT
always uses less power than the RTX 3080 so that would mean that, at least in the case of the high-end cards, AMD does deliver more performance-per-watt.
So, sure, I wouldn't believe AMD's chart because it surely is cherry-picked but name me one company that DOESN'T do that (I won't hold my breath). However, what they claim does seem to be overall true.