Anandtech has an interesting article comparing a bunch of stock coolers:http://www.anandtech.com/show/10500/stock-cooler-roundup-intel-amd-vs-evo-212/8
AMD claimed that their new Wraith cooler is a lot better than traditional stock CPU coolers. AnandTech's testing bears that out, finding it a little worse than the popular Cooler Master Hyper 212 EVO. That's not going to replace $80 coolers, but it's massively better than the other stock coolers they tested. The Intel cooler that fared well was a $30 aftermarket cooler, not a stock one. Intel did ship a good stock cooler with their CPUs once (Gulftown, maybe?), but that wasn't tested.
The AMD cooler that fares much worse than all of the other stock coolers was only shipped with Kabini, which topped out at something like 18 W or 25 W. It was never intended to handle even a 65 W load, let alone 150 W.
That means that AMD's Wraith cooler does provide a good value-add, if it spares you from having to buy your own $30 aftermarket cooler. For example, if you were looking at an FX-6350, the Wraith version on New Egg right now costs only $5 more than the other stock cooler. Even the FX-6350 with a Wraith cooler is $30 more than an FX-6300 with a much weaker cooler. If that's the market segment you're looking at, getting the Wraith cooler looks good.
The problem with that is that you're stuck with an FX-6350 (or FX-8370 or A10-7890K or whatever), which isn't at all competitive with Intel on the CPU side of things--which is, after all, the point of buying a CPU. Still, Zen is coming, and should at minimum make AMD more competitive than they are now.