The too-little too-late argument falls a little flat. I mean, that reasoning does make sense if you're only thinking along the lines of building a new system from scratch, but for upgrading an existing one, it can make sense.
Not everyone with a Zen or Zen+ chip jumped to Zen 2.
EDIT: don't get me wrong, AMD should've come up with the BIOS updates sooner, and these chips could've done with being released a little earlier, but it seems a lot of people fall into the trap of looking at it only from a "build an entirely new AMD system vs build an entirely new Intel system" . . . and also aren't paying attention to the price drops.