I was really hoping AMD could be more competitive this generation too, I had only used AMD GPU's since 2011 when I built my first gaming system from scratch (as opposed to the cobbled up upgrades I had when I was still in middle/high-school). My R9 290 was looking long in the tooth, Vega failed to impress and the RX 580 was barely an upgrade (more VRAM, lower power, and due to cryptomining horrendously overpriced) - I ended up getting an ASUS Strix 1080Ti.
All of us should hope that AMD at least catches up with Navi, the current dominance of NVidia in the GPU market (both for gaming and the datacenter) is bad for everyone - even if you're loyal to them for some reason no real competition doesn't give them much reason to keep innovating.
Just looking here and searching for NVIDIA: https://blogs.msdn.microsoft.com/directx/2018/03/19/announci...
yields: "And, our friends at EPIC, with collaboration from ILMxLAB and NVIDIA, have also put together a stunning technology demo with some characters you may recognize."
Which was rendered with DirectX Raytracing using RTX hardware. Link: https://www.youtube.com/watch?v=J3ue35ago3Y&feature=youtu.be
I was hoping AMD would be able to be more competitive with them on both the gaming and deep learning fronts, but manufacturers already seem to be going along with this which could hurt AMD even more.