Personally I don't think the chip making strategy is the issue, its in what kind of devices they use them in. If they use Exynos chips in 500 - 700€ Devices its fine. 75% of the peformance for 50% the price - thats cool. Just keep them out from the 1000€+ stuff.
I mean, that's a good idea.
But they generate so much heat that mid-range devices just won't work. The issue, as far as I have seen, is heating. The performance is good for, as you said, mid-range devices.