AMD has announced that the desktop version of its 64-bit Hammer processor will be called the Athlon 64. The Athlon 64 name will certainly draw on consumer familiarity with the Athlon brand, and distance the desktop chip from the server version, which will be called the Opteron. Personally, I think they should have stuck with Hammer.
Also from AMD, a challenge from CEO Hector Ruiz to the industry to "get real" and start developing technology to meet the needs of consumers:
"All of us here today must make a choice," said Ruiz. "We can continue to do business the old way, or we can choose a new direction to move the technology industry as a whole forward. I urge you to demand that those companies who are currently serving you today begin developing technology not for its own sake. Not in isolation from the real world. But in line with what you are really trying to do."During the same presentation, Ruiz demoed a 64-bit version of Unreal Tournament 2003. Are gamers really crying out for 64-bit computing?
Perhaps, if AMD is so concerned with providing products to meet consumer needs, they'll consider updating the 760MPX chipset.
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