Intel is fighting for relevance on the consumer CPU market right now. It's definitely not their biggest paycheck, consumer CPU sales, but it's still part of it, and they don't like losing in ANY segment of the market, so for once they are trying to actually do a little something with pricing that is out of their comfort zone. Usually they can ask whatever they want and get it, but not so much now since the Ryzen 3000 series and now the 5000 series, and if AMD ever manages to actually make these CPUs AVAILABLE, it could get a lot worse for Intel and Intel knows that. So they'll try to create a little leverage with pricing, much as AMD used to do.
At least for the lower to mid tiered models anyhow. Right now Intel has some options in those segments that make sense depending on what region you are from and what the need is. It's a pretty fine line though.