Always buy the best stuff you can get for your money, don't give a fuck about the companies.

I'd add to this but just performance per dollar ... but also things like:

• performance per watt
• how it works as part of the overall system you're building (e.g. if you're going to run Linux does it run well there)
• will this decision hurt my ability to reuse other hardware in a timeframe I care about (a compelling point for AMD to me is you can reuse the motherboard much much longer than Intel)
• what does warranty/repair look like for this? Is that something I need to worry about?

You can (if you're in a comfortable position to ask this) also ask:

• Where is it made?
• Does that country have strong labor laws?
• Does that country have strong environmental laws?
• How does the company treat its employees?
• How does this compare to the competitors?

If we collectively decide to punish bad companies by not buying their product just because they made their product a slightly better deal ... I think we're all a bit better off.