Products prices are sticky and cannot be easily price discriminated, demand from those that want to be first to own something is very price inelastic. Shortages

Products prices are sticky and cannot be easily price discriminated, demand from those that want to be first to own something is very price inelastic. Shortages are also good publicity. For ryzen, the price is possibly a driver for the demand, if they jacked up the price above a substitute, its likely all their orders would disappear and go to competitor.