It's getting 390 performance with 2/3 of the shader processors, half the rops, 2/3 of the memory bandwidth, and ad half the power consumption. This is the exact opposite of rebadging. It is also targeting a different market segment than what the 390 was targeting. All of your comparisons are invalid. The 480 is not the top AMD card for this generation.

RX480 seems a refurbished R9 290, it's about the same framerate in every game, just a little bit better. I think AMD is not doing a good job if they are only repeating the same products over and over, year after year. Providing only minor changes in performance or better power requirements for the same performance. Sure, it's cheap... of course it is!!! The low-mid class of nvidia (1060) equals the top class of AMD next-gen (480)? come on AMD... you can do better... you NEED to do better... I had 2 x R9 290 in crossfire, and, after several years supporting AMD with many GPU models, I recently changed to a single 1080 GTX. AMD needs to work hard to regain the lost crown.

RX 460 for Cool and Efficient E-Sports Gaming. What is this, some kind of joke? 😀 No e-sports player would use this card. Well, when a new product is released, there is at least one marketing goof that comes with it.