This is not as simple as you guys are making it out to be. You also have to take market share and mind share into perspective along with profit margins. AMD's strategy is a long term plan to get back into the game. This was the only real viable strategy to get back into the market.
Copying intel's asinine margins as a gauge was never in the cards! It was never going to happen, and if you thought otherwise, then you were just wrong. Furthermore, if you think that these "low" prices is evidence that these CPUs aren't performing, well then, you are wrong about that too. Zen will be the equivalent of a 5960x or better for AT LEAST half the price!