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From a gaming perspective, Ryzen needs to either be cheaper or perform better than the 6700k to make a dent in Intel's marketshare there. If Ryzen can't top the 6700k in gaming performance, or it comes in too high ($500+), then its traction in the gaming market will likely be limited. It will probably do gangbusters in the workstation and server markets regardless. And probably the laptop market if its scales down well.
$350 with near parity to the 6700k/7700k, with more cores and more features, would be an excellent start. $400 might be pushing it a little, but assuming AM4 boards are cheaper than the equivalent Intel offerings, that might still fly.
Doesn't the 7700k come out in Jan, why would anyone be comparing these to the 6700 at that point?