Yes. It really depends on what they want to do. And I think that they want to do is solidify in the market and public mind that "For gaming, go AMD. Don't even think about Intel, overheating garbage."
Consider prices, rounded, on OCUK.
AMD: 320, 400, 530, 750.
Intel, selected models: 280, 375, 530. (12700K-12900K, OEM) But Intel motherboards generally more expensive, and need more cooling, so treat all those intel numebrs as +£50.
330, 425, 580.
AMD don't want *any* gamer to buy a 5900x or higher. Why? Because it costs them a sale. What am I talking about? If a gamer buys a 5900, that's a marginal ~£130 extra that they get, for a second chiplet. Pretending that they get all the money - they don't, but work with me here. The alternative is they buy the 5800x3D...and AMD get to sell either an extra 5600x or 5800x, depending on if they were going to sell a 5900x or 5950x. That extra sale is worth more than a £50-£100 premium - because they already have the chip. It's pure profit all the way. In addition, every AMD sale is a denied Intel sale. This is mostly a zero sum game market.
So they price it agressively against the 12700K. Make the 12900K a pointless exercise for gaming. Make the 12700K look like an expensive, odd choice. Give the AM4 one last hurrah to make the diehards happy. After all, you to could get current top of the line gaming perforamce without rebuilding the whole darn system.
Then bring out Zen4 and blow everything else out the water. Another generation of Win.