If a 8c16t will be having a pissung contest with 6900k, why would they price it against 7700k? They are a profit oriented company
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That's how they're going to make most of their money: cut into the larger-volume market for high-end mainstream chips (currently the i7-7700k). They have to demo their chip against the 6900k to convince buyers that it will be (at least some of the time) better than the i7-7700k.
That being said I think they will charge more for the top-end chip than Intel charges for the 7700k. The difference here is that I think they're seriously going to try to get Kabylake buyers, not Broadwell-E buyers.
I suspect a 8c16t will probably be priced like the 6800k at most and price the 6c12t against the 7700k. But i doubt 6c12t will win any singlethreaded benchmark agaist a 770k as it may take a 4c8t zen to be able to clock high enough to undo Intel's 10-15% ipc advantage.
6800k is only ~$400, though with platform price, x99 + 6800k will probably cost about the same as X370 + SR7. So I'll agree with you there, partially. The difference here is that I think there aren't enough people actually buying the 6800k for that market segment to really matter.
They will most definitely target z270 (I Think x370 naming points to this) but they will also target Intel's "HEDT" market. Every public demo has been against the latter platform.
See above. They're demoing against HEDT to establish the performance of the product. If all AMD got was the HEDT market buying their chips, sales volume would be way too low (barring the possibility of every 5820k owner out there buying Ryzen; they might be okay in that case).
As its been beat to death already at this point I just want to remind everyone that they don't have to get the entire market!
No, but they do have a great opportunity here, and it would be a shame for them to screw it up by charging too much for the chip.