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It's meant to seperate the processor from the Athlon series which has confused most people.

And "Duron" won't work why? Or did the paint company sue?

In addition, the International Business Machines equipment won't use Advanced Micro Designs processors

Well, yeah, I wouldn't expect Sherman-Williams to be too happy about Duron in their stores.

I can't believe the USPTO actually let them trademark the letter I when used in relation to computers and such.

By now, the "I" trademark has little if any legal force left. Unlike with copyrights and patents, if you don't enforce a trademark by suing or licensing, you lose exclusive rights in the mark.

ObDuron: On the other hand, a paint manufacturer doesn't generally have the right to prevent a semiconductor maker from using a similar or identical trademark because paint and semiconductors are considered separate domains, even though the first hard drives' platters were essentially coated with paint.

Duron is a popular brand of professional house-pain here on the East Coast of the US. I don't think that it is going to be discontinued!

despite the fact that the Celeron is more than double the price of the equivalent Duron, Intel has a virtual monopoly on the sub-$1000 market, which makes me very seriously question AMD's marketing abilities.

Consumers probably think that "Duron" is a paint not a processor. Plus, AMD doesn't have the Blue Man Group doing cheesy commercials (QuickTime).

Well, if that's the problem, customers should order Duron Ultra Deluxe High Gloss rather than the flat eggshell variety!

I can't believe nobody pointed this out. All you have to do is do to the Duron website to see that it's a brand of paints and wallcoverings.

Does this mean I can get my chips in custom-mixed glossy pastels?

Duron: okay, so they had to use a goofy name that they could easily get the domain for.
www.duron.com is a house paint manufacturer. D'oh! Why did they pick a name they couldn't even get the domain for?
Has intel already grabbed all the goofy made-up words?

..but it's the first thing that really jumped into my mind when I saw the name.

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Imagine the marketing! With your new AMD chip, you can crunch your numbers blazingly fast, allowing you enough time to paint the town pink!

... or something along those lines.

Ok. So it's been a long week.

In a bold move that some industry pundits perceive as a reaction to AMD's announcement of their Duron processor, Intel has announced the development of the Sherwin Williams processor, which combines the tried-and-true P6 core found in the Celeron processor with new enamel- and latex-based semiconductor technologies that the company claims will provide for "A more colourful computing experience".