ntel is doing it because brute-force MT is their only chance to win any benchmarks.
AMD is doing it in part to counter Intel for marketing reasons, in part to make some extra pocket money from that small niche of people who do other stuff than gaming.
That doesn't change the fact that these will make up maybe 1% of volume and 2-3% of desktop revenue, if not less, and are irrelevant for gaming, which is THE main purpose of buying a faster CPU for every normal desktop PC buyer/upgrader.
In fact, I fully expect in this cycle more people will go for mono-CCD models, and less sales for dual-CCD models compared to previous gens, because mono-12C is a decent MT upgrade vs. 8C without the caveats of dual-CCDs.
I can absolutely see 7900X and 9900X owners, possibly even 7950X owners "downgrading" to the Ryzen 7 580X or whatever AMD will call the 12C mono-CCD vanilla model.