They need to price these agressively like they used to back in the day with the HD5870/5850 HD4890/4870/4850 and so on....
They're making enough money other places in the company that even if they ended up being flush, or took a small loss, gaining back the market share would be worth it for the next gen.
Especially if they released a banger card next gen.
Not to mention they could maybe take a similar approach to consoles, lose money, but make it up elsewhere. (For example: With professional cards)