Palomino = Athlon 4

— 5:45 PM on May 9, 2001

ZDNet has a report on name-brand marketing:

As part of its ongoing rivalry with Intel, AMD will call its new chip, coming out next week, the Athlon 4, according to sources. Presumably, the name change comes as a way to better market the chip against Intel's Pentium 4.

The branding shenanigans were first reported on tech site Ace's Hardware.

I hope this won't send the prickly Dr. Damage into attack mode. Speaking of verisimilitude, check out the last episode of The Lone Gunmen airing this Friday.
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