Last night, U.S. stocks were broadly green; the Dow fell by more than 600 points, and Apple, Microsoft, and Nvidia all dropped along with it. Intel, however, bucked the trend and surged by just over 9%. The news was straightforward: starting October 5, it plans to raise the price of PC processors by about 10%. Including this round, it will be the third price increase this year. AMD then rose by 5.9%, and the Philadelphia Semiconductor Index also flipped positive.

I’ve been mulling over this logic for a while and can’t quite figure it out. Everyone knows what the PC chip market has been like these past two years—AMD has been taking market share, sales haven’t been great, and yet now the company is pushing the stock higher round after round by raising prices. And the market is actually buying it. In other industries, if products aren’t selling, raising prices first would have people raging about it.

I’m someone who got burned by chips a couple of years ago, so I’ll just take a look at this situation. What I’m curious about is this: when the price increase day actually arrives in October, will people who are planning to build or buy PCs end up complaining about Intel on one hand, and then immediately turn around to place orders for AMD on the other?