In order to develop compelling features sooner, there has to be more R&D. In order for there to be more R&D, there has to be more funding. In order for there to be more funding, there has to be more revenue. Uncontroversial of course.
But many folks — including TechSpot / HUB — insist the only valid way to increase revenue is to lower prices and sell more volume. Problem is, when they charge bargain prices, they often get screwed by consumers who buy were gonna buy Nvidia regardless.
So instead, AMD's strategy seems to be to first advance on increasing the cost effectiveness of manufacturing. That allows them to undercut Nvidia meaningfully while still getting enough margin to fund R&D on features.
And once those features have been developed which AMD is confident can overcome Nvidia's mindshare, they'll be ready for a price war — because they'll have advanced so much in cost effectiveness too.
That's why I'm not so bothered AMD isn't currently charging as low as many think they should. If the industry is gonna get TRULY competitive, Radeon needs to go through a period of basically 'primitive accumulation'.