Exactly! It's an opportunity too good to pass up. With Steamroller FX coming out in 2014, it's a good opportunity for AMD to take advantage of the fact that Intel's Haswell-E 6- and 8-core processors will definitely cost two to four times more than an 6- and 8-core AMD FX processor. Performance may not match it, but like any marketing or commercial, it's a way to sway consumers to one product over another. It's been done for years and years no matter the product or service, and it is deceptive. But, it works. AMD's marketing needs to get its head straightened out and look at it as a way to get more consumers to their side. I would not be surprised the Haswell-E 6-core 5930K (or something along those lines) costs $100 to $200 more than the SB-E 3930K or IVB-E 4930K when it's launched. I also would not be surprised that 16GB of DDR4 RAM (4x 4GB or 2x 8GB modules) will cost two to three times the amount of equivalent speed and capacity of DDR3 RAM when they're first released.