No matter how much false marketing tries, prices that are several times higher than real demand will put everything in its place.
I have already written many times, without having its own ecosystem (like Apple) other company trying to get into the x86 market (by the way, it is interesting why Intel does not attack everyone who tries to apply x86 processing, as it did before - apparently it does not consider Apple, and especially Qualcomm, as competitors, and AMD is their eternal antitrust gasket, which they will never let go bankrupt), there is only one chance - full compatibility, plus performance NOT lower than that of Intel/AMD processors, with the same level of consumption and no more. And low prices. Which in reality no other option has. Therefore, their chances of gaining a foothold in the mass x86 market are negligible.