...but I'm not even sure if this even qualifies as a rebranding in the traditional sense. This was a merging of two distinct corporate brands, both of which had well known underlying product brands (Opteron, Radeon, etc) and the two distinct product lines (CPU's/GPU's) are planned to merge very shortly into the new Fusion APU's.
Seems to me that ditching the ATI name is absolutely the right thing to do from a branding standpoint - it would just get too confusing otherwise. I guess they could have kept it for the discrete cards, but really why bother? AMD doesn't have deep pockets and managing extraneous brands isn't cheap.
Register
Normally I'd agree with you
...but I'm not even sure if this even qualifies as a rebranding in the traditional sense. This was a merging of two distinct corporate brands, both of which had well known underlying product brands (Opteron, Radeon, etc) and the two distinct product lines (CPU's/GPU's) are planned to merge very shortly into the new Fusion APU's.
Seems to me that ditching the ATI name is absolutely the right thing to do from a branding standpoint - it would just get too confusing otherwise. I guess they could have kept it for the discrete cards, but really why bother? AMD doesn't have deep pockets and managing extraneous brands isn't cheap.