What technology advancement? Cost per transistor went up with 14nm and 7nm, design costs have exploded too. The chiplet design helps, but it's not a miracle. The core count increase at every price tier by Adored was always a pipe dream, AMD's margins would be lower than before and they are aiming to increase them, not decrease them. AMD is not interested in being the budget brand anymore and they have made that clear. You can want cheaper CPUs as a "rational consumer", I "wanted" a slightly cheaper 8 core and I think the 3800x is badly priced too, but Adored's pricing and 12 cores for $300 would not be good for AMD as a company.If a technology advancement enables AMD to sell 12 core for $300 while still making money on it, I simply want it for $300 and not for $500. That is not whining, that is rational thinking of a consumer. I do not care about Intel.