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Given early benchmarks are showing that the Ryzen 7 1700X ($390) is performing similarly to the Intel Core i7-6900K ($1050), they definitely are going in that direction.

http://hothardware.com/news/amds-ryzen-7-1700x-delivers-i7-6...

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If that's true they are vastly under cutting the market and I do see these cheap prices staying for the next gen.

I could be AMD trying to steal market share.

Which is what they need to do. They need a "rapid" increase in both market share and relevance, and the two are tied together. They can delay making a lot of profits until later. But it looks like AMD's architecture is significantly more cost-effective than Intel's, so even if they have to sell the chips at "only" 70% of Intel's price later on, for the same performance, they could still make significant profit on those chips.

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