Joking aside AMD doing well was in everybody's best interest even if you are a die hard Intel fan.
Just look at the prices of Intel CPUs these days it's not because of the sudden goodness of the heart of Intel for sure.
With that said AMD are really really milking it here.
Let's not forget Ryzen was a crapshoot but people still buy it because was priced well and like me a lot of people wanted to see AMD do good.
But in their current trajectory next time the wheel turns people might not feel so charitable towards it.
While I did consider myself an AMD fan for the longest time - I agree with you. When a company increases prices like what AMD is doing - it started with the 5000 generation really, where they priced their products over intel's - I usually go with the competition. The bigger the price difference, the more I want to avoid the more expensive product, as long as the cheaper one isn't a complete dumpster fire like bulldozer was.
This is true in case of video cards as well. Take the 3060ti vs RX 6700XT vs RTX 3070 as an example. Nvidia prices the 3060ti higher (at least in my country) then the 6700XT despite it being on average ~8-10% slower. Even in nvidia's lineup, the 3060ti is only 10-12% slower then the 3070, but despite this the 3070 commands 35-45% higher price (2773.08 RON for the cheapest 3060 ti vs 3.763,09 RON for the cheapest 3070 in stock). Now I don't know about you guys but I'm not willing to pay 1000 lei (~200$ tax included) more for 10% more FPS....
These kinds of things influence my purchases - so as it stands, I'll be jumping a tier lower (AGAIN) when it comes to video cards. In 2014?(ish) I realized that purchasing a GTX 980 vs a 970 isn't worth it due to the same reason, so both me an my brother in law went for the 970. Then next generation for the 1070 witch wasn't that much slower then the 1080 but was noticeably cheaper. I'm not even going to mention the 1080ti or the titan. Now it looks like I'll be going down the the "06" mid range models because they make most sense from a price performance point of view.
As for AMD, I did get an AMD 5xxx series powered laptop last year and I'm very happy with - the prices seemed very fair especially considering the prices of GPUs in October 2021 when I got it.
But in spring this year I wanted to build a fast mITX PC to keep under my TV, something with a decent iGPU, so I wanted to go with AMD again, specifically the 5700g - but damn were they expensive. I still got one, but got it for 2/3 the price on some online auction site / marketplace, sealed, with no warranty.
If this kind of behavior keeps up - and it will - my next CPU will be Intel. Haven't had an intel chip since my trusty old 3930k, but like I said, I'll go for best value for money. I've already given up on nvidia, and am currently considering if it's worth ordering an extremely well priced 6700xt or wait for RX 7000 series and intel's ark 770 for my desktop. Possibly a 7600 since I fully expect AMD to copy nvidia and create a large price gap between producs that have very close performance.