I've got friends looking at building PCs and I've been suggesting to them for a while now that a 10400 or 10600 is where the value is. I built two Zen 2 systems for myself last gen but now that everybody is chasing the AMD dragon the prices have inflated and availability has plummeted. Meanwhile the price has been falling on 10th gen Intel, and you can pick them up anywhere.
To be honest I've considered this whole generation a write off for both CPU and GPU. Ryzen 5000 offered a reasonable value proposition at MSRP when it was released, though as expected AMD took their performance crown and ran with it to increase prices which somewhat dampened that. But they don't exist at MSRP, so price to performance is pretty shabby in real terms. I'm sure I don't need to talk about the GPU situation to anyone here.
While I myself did enjoy the schadenfreude at seeing Intel get their comeuppance after years of overpriced mediocrity, let's not pretend that AMD is some shining beacon of consumer friendliness. They will leverage their superior product to improve their bottom line, like every corporation ever. Pushing an anti-Intel hivemind is only going to allow AMD to increase their margins in the long run.