Lisa Su is not a novice in term of marketing and management. So, I believe in her decision of letting go of the cooler on the 3900XT.
1. First, Wraith cooler cannot adequately cool the 3900XT with the higher frequency boost. It will be a disaster if the CPU cannot reach the advertised boost clock with the stock cooler. AMD is trying to avoid that.
2. They make more money selling the 3900XT at $500. Fewer will buy it and make the 3900X an even more attractive option that can practically reach the same clock speed as the XT if you invest in a better cooler.
3. Zen 3 is delayed but not primarily due to the lack of competition. I've never heard anything official from AMD regarding of the reason for the delay. The rumors are just rumors. On my end, I've seen delay in production because geo-political issues and the pandemic logistics. Of course, on the marketing standpoint, I think delaying is a good move because AMD can save for what Intel has to offer next year. Saving a trick against major competition is wise.
AMD is doing better but they are not out of the danger zone yet. They need the money to invest in R&D. So, it's best to get more when you can.
3900XT is still a good choice for people who want the Jack of all Trades at $500.
[I hope this reply adhere to the forum rules and regulations, please let me know if it is not]
1.) AMD say they have tweaked the manufacturing process to deliver better thermals, to offset the 2-3c temperature increase a 100MHz increase will cause. So again, why no cooler? Many people run the 3900x on it's stock cooler with no problems whatsoever. It was also a buying incentive for people unsure of spending lots of money on a cooler, as Intel forces it's customers to do.
2.) AMD have no problems selling their stock.
3.) At least it seems that Zen 3 is still on track after all, which is the only point that damages my original argument, if it's true. However, if AMD were affected by the pandemic, we would all know it, as TSMC would have announced it for them. The Zen 3 design was finalised a year ago...
4.) You would need your head checked if you think paying $500 for
maybe 100MHz more performance
sometimes, and under ideal conditions is worth the 20% price premium over the 3900x, which could also save you another $50 on a cooler to boot! I have no doubt that some people will buy one of these 3900XT CPUs, but it's hardly going to re-ignite sales. It will however, increase sales of the standard 3900X, with it's lower profit margin, which takes me back to my argument regarding AMDs competency at business strategy...
I love what AMD have done to the CPU market, and what they are doing to Intel, but I'm starting to see the warning signs that they have maybe not learned the lesson of nearly going bankrupt should have taught them. Intel are back at their old tricks, and are catching AMD up, at least in the minds of people who fall for the king of gaming marketing BS. But AMD have started "pulling an Intel" with trying to force CPU socket changes, increasing the price of their CPUs over Intels, dropping including coolers in the box, releasing new CPUs with little to no improvements etc... AMD should, at this point, be doing the opposite, they need to build momentum further, so that it ends up as Intel being an illogical choice for the average consumer,
then they are in the position to start to gently milk the customer base.
If Zen 3 is late, too highly priced, and/or not offering a substantial IPC improvement, then it opens the door to Intel, and we all loose.