Exactly, they could sell more if they could make more faster, even when they were price gouged with a £100 markup over MSRP they still sold faster than they were coming in, AMD could charge £500 for the 5800X and sell just as many, yet its still priced at a reasonable £400 and on top of that AMD have prioritised the lower end cheaper SKU's to bolster stock of them.
There is a balance to this, you can always reduce your prices, you can't put them up, so the balance is where your price is reasonable but with room to move if you need to, its not looking good right now but if Rocket Lake S does turn out to be good enough to put Zen 3 back in the box AMD will move their pricing to compete until Zen 4 is ready.
For those that want a cheaper Zen 3, maybe wait a few months.