Sure the 9900k has its issues. Nothing that couldn't be solved by selling it at half price. Most desktop users won't care about power usage or heat. Double down in marketing = win for intel. Intel is more likely to be more concerned in the netbook and server world. Slashing prices won't really make them competitive there. Even if they get 10nm perfected, 7nm is likely better. So they won't really be able to fight AMD on matching cores. AMD has a more scalable setup for big data too. That is the future that awaits us. Prices will fall.