You mean you would prefer if they were cheaper?Intel aint the ones sitting on less than 20% market share. AMD aint shaking anything up at that pricing.
AMD are selling chips just dandy (see above graph). They will charge what people are willing to pay.
And I can assure you a 12/24 chip that meets or beats the 9900k in gaming will FLY off the shelves at £400. Mark my words.