It's not about whether or not you could have bought HSW-E performance for the last 18 months anyway. It's that AMD is going to be selling 8 core Haswell-E levels of performance in the same $100-$200 range as the current octo-core FX processors. I don't recall the exact quote, but I think Lisa Su herself said something along the lines of "AMD cherishes its history as a value leader, and seeks to continue being a budget brand going forward." It was something like that, at least.
They most certainly will not be selling CPUs like that for that price range, that would be suicidal.
Zen is exciting because it represents AMD returning to being a viable alternative for the average, gaming, and even high performance and server systems.
If a 6C Zen costs $200, it will be performing like an i5 and no better. AMD will price similarly to Intel, except - perhaps - at the high end.
I *want* a 6C/12T Zen to cost exactly as much as the same from Intel. AMD's platform will be cheaper - enough to bring an easy $50+ price advantage by itself.
In the spring of 2017, I want to spend $150~$175 for a motherboard, $350~400 for a CPU, and $150 for DDR4 RAM. Which is to say, I want to spend $700 on a full-on AM4 upgrade to my i7-2600k@4.5GHz. I don't need any more IPC than I have, in fact, but I can absolutely use more cores.
At the same time, Intel should have already updated their HEDT platform, so Zen's prices will probably be a bit lower, but that just depends on Intel's pricing and market availability.
I'm most excited, though, about being able to recommend AMD systems again. AMD really only fits for HTPC applications these days, as even a lowly Pentium offers better performance per dollar every way you look at it for every other possible application. APUs are capable enough for people who like to play on some of their old games, for example, but if you need to use a dGPU, Intel is the only logical choice.