It' $4.2k on Newegg; I wouldn't necessarily call it reasonably priced, even compared to NVidia.

If we're looking at the ultra high end, you can pay double that and get an RTX 6000 Pro with double the VRAM (96GB vs 48GB), double the memory bandwidth (1792 GB/s vs 864 GB/s) and much much better software support. Or you could get an RTX 5000 Pro with the same VRAM, better memory bandwidth (1344 GB/s vs 864 GB/s) at similar ~$4.5k USD from what I can see (only a little more expensive than AMD).

Why the hell would I ever buy AMD in this situation? They don't really give you anything extra over NVidia, while having similar prices (usually only marginally cheaper) and much, much worse software support. Their strategy was always "slightly worse experience than NVidia, but $50 cheaper and with much worse software support"; it's no wonder they only have less than 10% GPU market share.