One more thing I would like to add is AMD with its current CPU high end desktop product stack simply cannot be profitable. Their name has too much stigma associated with it to command a price higher than Intels(they can not pull a pentium 4) and the performance and power characteristics of their desktop processors are not that good. No amount of marketing or clocking(bound by laws of physics) is going to change this. They need a new architecture and for Intel to screw up(which they have partially done with haswells).

Until that times comes when they have a new architecture, they can do one of three things.
1. Price their products competitively to stay afloat and hopefully break even.
2. Raise all their prices, not sell any products and go bankrupt. Unless of course the competition raises prices and your again the value lineup(this is hard to do on the current generation but you can do it the next generation though).
3. Or do a combination of the first and second option. This 3rd option only works when you have one of your products better than your competition other wise those products with increased prices don't sell which is likely what will happen with the 9590.

Only option 1 helps us the consumer. People who buy AMD processors pay a lower price and People who buy Intel processors pay a lower price.

Options 2 and 3 are options where basically every one pays more and unless AMD has the products to back it up, they don't generate any more income because those products that are not value priced simply don't sell.

AMD cannot pump out a new architecture at a whim nor can any company. The only thing they can control at the moment is how much value their processors are to sell a product. No amount of marketing is going to turn Vishera into desirable products for most consumers where they are willing to pay a premium over Intel. The Intel brand is too strong and bringing back the FX moniker did nothing to sell bulldozer.

Pricing there product higher isn't going to increase the branding of their products. New products better than the competition will.