That's true to an extent - the product should be price positioned relative to where it sits in the market in terms of performance. Thing is, that isn't really how the market works is it? Look at a range of Intel CPUs or look at AMD and Nvidias GPUs. Does spending more money guarantee better performance? Does the differential in price between products provide you with insight into the performance differential? I believe the answer to both is no. So, whilst Zen shouldn't be cheaper solely because it's AMD and not Intel, it SHOULD be cheaper. Reasons for this are: AMD does not have the performance / brand prestige that Intel holds Previous AMD CPUs have over-promised and truly under-delivered AMD need to poach gamers / enthusiast users from Intel and will need some kind of draw if there is performance parity So, if Zen doesn't tantalise on the price front then it's going to have to bring something spanking good to the table else it's just going to wither and die like AMDs CPUs have over the past few generations.