Well, jumping to the assumption of paid shilling is a bit strong. There is probably much more people that actually behave like that just out of plain fanboyism.
So many people who seem to have need to talk people into spending money, right in this thread. I wonder what is the ratio of ones that think it will make the random guy happy and people who just have silly urge to support their favourite brand?
There were (are?) lots of people here who would recommend you i7-7700K with straight face two or three weeks ago, although they knew this now-proclaimed godly i7-8700K was coming

The lines were very similar.
Well, the hobbies people have can be very diverse
Anyways if you check on the Anandtech Front page there is an 8700k review showing it being fast then a r7 1800x and it running cooler.
BTW The line about Coffee Lake having better temps sounds very dubious to me too. Their TDP is the same, but Ryzen has
1) ~40% bigger die size, meaning that its heat density is lower and the area that is used for transfer into the heatspreader is much bigger. Both of those factors have to lower temperature compared to Coffee Lake.
2) much better thermal interface, while Intel TIM demonstrably raises temps by 10-20C. Even if we are talking stock, there will be at least 5 degrees added just from that. So in a fair test with both CPUs loaded on all cores and hitting their TDPs, Coffee Lake can't really win, unless the sensors lie.
I don't think there is any objective factor that could outweigh these two and make Coffee Lake that has the same power consumption (95W here) colder.
(eidt: tpyos)