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Since the 90s AMD has primarily sold because of value not performance ...

The top of the line AMD processors (from what I can tell) are generally priced along side the mid-line Core i5 processors, with the bulk of the high end AMD processors being roughly equal in price to a Core i3 processor. On top of that there are usually better savings on packaged CPU, Motherboards and memory on the AMD side of things than the Intel side.

The net result of this is that you can build a fairly high end gaming rig for $750 using AMD; CPU+Motherboard+Memory for $350, $125 hard drive, $200 graphics card, $50 case, $25 DVD drive.