Newegg had over 2.5 billion USD in revenue last year. Of course it wasn't all CPU sales, but I was just trying to make the point that custom PC builders do, in fact, contribute a significant amount to processor companies...and it increases every year.
Well just take into account.
Monitor
mobo
ram
PSU
case
Hardrive
SSD
DVD
mouse & KB
OS
gfx card
CPU cooler
CPU
Anywhere from £800-£1500-£2000, now take the cost of the avg AMD CPU out of that.
AMD made more money from its gfx division from enthusiasts than it did from its CPUs.
If there are people willing to pay more for the same silicon then they will take it no matter how insignificant the number. I sell 1,000,000 at £100 & even if there was 10,000 willing to pay £150 then who am i to say no, but if those 10,000 did not exist at £150 but was 10,000 at the normal £100 it would make little difference to the overall.
And its one retailer covering a very wide area getting most of it to its self, there is about 10 of a well known mainstream franchise store within driving distance where i live.
Enthusiasts importance comes from there knock on effect & not there direct monetary contributions on top of what they would have normally paid.
For every Enthusiasts will effect through word and mouth many many non Enthusiasts in to buying a product from that brand which is worth far more money.
So an unlocked multi & rename here from what it was really made for, server/ corp & a extra light there with a price premium to help differentiate because being the same price would not feel right or special even if the cost difference was pennies in manufacture [there are real exceptions], basically turns Enthusiasts in to free lance sales people who pay for the privilege.
And even the Enthusiasts who cant afford Enthusiasts grade hardware are no less important because they have the same effect of word and mouth.