They have some well clocking cpus that require good power supply, cooling and they want high price for them. They will get them all sold anyway (after while the price will drop though) and at the same time they improve their brand a little. So what? Amd has huge amounts of debt and they need money.

From my experiences in working life the companies that make well profitable business are much better to work within than those that are barely above water. In the long run: low profit = bad thing for everybody.

I dont whine if intel has 5x more expensive cpu on the market that is only 50% faster. I also dont whine if amd has 5x more expensive cpu that is just 15% faster. I can buy fx8350 and overclock it to 5ghz or get i3770k if i want. The freedom of choise is mine and i think its good that there are also faster more expensive models to choose from.