You know, they said the same thing about the 2xx series and the 290x was beating the 780 TI by 20% at 150$ cheaper. I honestly believe they are going to show the 490x. What they consider high end is maybe the HBM 2.0 architecture with a new bunch of Fury cards.
Basically, I honestly don't believe AMD will leave the high end market. Maybe for them the 1080 GTX is not a high end product, so who knows.