You're forgetting one thing, much like many others on this forum ~ 7nm demand is huge & only surging atm, especially now that TSMC's rumored to be used by Nvidia for a refreshed Ampere lineup. If AMD were to price zen3 chips competitively their Zen & Zen+ chips will have to be discounted even more, remember that thing called WSA, not to mention zen2 demand will also drop even if marginally? So AMD will not only have to make up for the increase in demand for zen3 chips they'll have to divert the same chiplets from the much higher margin HPC or severs, not to mention probably cut down on the production of notebook/console or some other high volume chips. None of that's a good deal for AMD, also people tend to mix up what they want & they need ~ you likely do not need zen3 chips to survive, if you absolutely want (or need) it you will have to pay for it. This also applies to Ampere, stop making it sound as if PC parts are a life & death thing