I've had AMD in the past, when they were good (pre Phenom days). Then I switched to Intel. It seems like AMD are finally getting serious again, that's good. Because with the rumors flying that Intel is soon going to be supporting Windows only on their chips, there is no fucking way I will continue to buy from them if this turns out to be true.
Price is only a secondary concern. It was important when you were buying a new rig every year. But since the pace of progress has slowed, I don't mind shelling out more for a CPU because I know it's going to last me a good 5+ years and then some. Now what I find important is retaining control over my machine.