And their shareholders will be even less amused when AMD completely screw the pooch by having an industry-changing architecture and product stack which nobody buys because they're costed the same as Intel. AMD would be beyond retarded to charge Intel money for Ryzen 3000. There is no need to do so, and "budget brand" only came about because AMD had to price low because their kit was generally inferior to Intel's. Offering a superior product at sensible prices makes them the "better brand", not the "budget brand".
And let's be honest, there is no Intel comparison to be had; AMD have their 4 product tiers just like Intel. Ryzen 3 is the entry level, Ryzen 5 is the mid range, Ryzen 7 is the top end and Ryzen 9 is the super halo mega stuff, which all align with Intel's tiered stack. It is completely irrelevant that Intel's i3 stack are 4c/8t and AMD's Ryzen 3 stack will be 6c/12t, that is just how each company splits their offering.