Those Fury cards aren't as expensive as I feared they might be, though that is looking at a straight conversion from $ to £ so when they add tax+a little extra it will ruin them.
The 390X price is really disappointing given you could buy a 4GB 290X for £220 and the new card directly converts to £275 so will likely be at least £300 when they go on sale. So we'll be paying £80 more for the extra 4GB of memory and whatever other improvements have hopefully been made rather then the cards being straight rebrands.