More, comparing to Intel's technology as directly as possible as well as comparing to price.
Which is exactly what they did. The 3800X competes favorably with the 9900K on features and performance while beating it on price and power. Would you have preferred they not showcase the 3700X at all? Or would you have them line the 3800x against HEDT products so the 3700X could lose to the 9900K?
Remember that AMD still has to get the channel supplied, and we can't buy these things yet- they've given Intel plenty of time to respond if Intel hasn't already gotten that ready.
What's Intel going to respond with? If they add hyper-threading to the 9700K, then you practically have a 9900K.
So this is marketing. It's not something that we can reliably predict what will be the best price / performance etc. come retail availability as announced.
Okay. So company's shoudn't try to market their products because a competitor might have something up their sleeves?