The larger company (especially when it's orders of magnitude) will always leverage its position against the competition. That's called business. Intel and AMD have abused positions in the past. And simply by being far larger, Intel has more leverage to influence (unfairly or not) their position far more.
I don't think Intel will win many friends with the pricing of Broadwell-E, if rumours are correct so that might help Zen by making prospective buyers think twice about buying Intel. Unfortunately, Zen is so far out they look like missing the Broadwell-E and Kaby Lake releases. So people may feel the urge to jump twice before Zen desktops arrive.
As for pricing, AMD are not the fan favourite. They stopped budget competing on release way back with the 7970 (of which I bought two). That initial pricing caught many off guard. Fast forward to Nano (niche as it is) and it was too expensive. Now it's been price slashed.
Anyone that thinks either company wants to make cheaper products needs a reality check. Anyone that thinks large companies don't cheat also need to think again. Big money and the options for investors to profit on a product dictate pricing, not any loyalty to the consumer.