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Intel Potentially Reverse-Engineered AMD64

icypyr0 writes "Tom Halfhill, an analyst for In-Stat/MDR claims that due to similiarities in the instruction sets of AMD64 chips and the new 64-bit extensions for Intel Xeons, it is clear that Intel reverse-engineered the AMD64. However, due to the fact that the new Xeon is not an exact copy of the AMD64's microarchitecture, Intel has not broken the law. This very tactic has actually been used by firms such as AMD in the past to catch up to Intel."

49 of 324 comments (clear)

  1. AMD and Intel have a cross-licencing agreement. by norculf · · Score: 5, Informative

    So reverse engineering is not a problem in this case. In fact, it's not unlikely that AMD simply handed them the documentation.

    1. Re:AMD and Intel have a cross-licencing agreement. by athakur999 · · Score: 5, Interesting

      Barring that, Intel could have simply browsed to AMD's web page and downloaded it themselves.

      In Slashdot Utopia we could mark this article as "-1, Yellow Journalism".

      --
      "People that quote themselves in their signatures bother me" - athakur999
    2. Re:AMD and Intel have a cross-licencing agreement. by Anonymous Coward · · Score: 4, Insightful

      The real crime isn't the reverse engineering. Its that both intel and AMD are still supporting the x86 architecture. x86 is like a dog that should have been put down a long time ago. I remember 10 years back looking at VAX architeture and being amazed that intel would continue without multi-purpose registers. It truly is a pain to do any assembly programming on the x86. The only excuse that intel had to continue with the x86 was that optimizing compilers weren't good enough for them to reimplement a RISC processor. The times have changed, and so should their microprocessor designs.

    3. Re:AMD and Intel have a cross-licencing agreement. by Homology · · Score: 5, Informative
      So reverse engineering is not a problem in this case. In fact, it's not unlikely that AMD simply handed them the documentation.

      Security wise, it is bad that Intel decided not to copy the NX (No Excute on pages) part as well.The NX is not an AMD invention, of course, but it's very nice that they included it. And who uses this? OpenBSD developers was not very happy with the Intel decision : they actually recommend buying AMD before Intel.

    4. Re:AMD and Intel have a cross-licencing agreement. by FatRatBastard · · Score: 5, Insightful

      {cough cough cough} Itanium. And look how well that turned out.

      There are options out there my friend (Power, Sparc, ARM... I happen to adore my power based macs). Its not like anyone is shoving the X86 arch. down our throat. Intel, in fact, has been trying to shove the good ship Itanic down the high end's throat and the high end told him to piss off. Face facts, technology doesn't always trump economics. Get over it (and go buy a Mac if you hate the x86 so much).

    5. Re:AMD and Intel have a cross-licencing agreement. by scrytch · · Score: 4, Funny

      > In Slashdot Utopia we could mark this article as "-1, Yellow Journalism".

      Has anyone submitted a patch to slash for story moderation? At least then the editors can't claim the code isn't there...

      --
      I've finally had it: until slashdot gets article moderation, I am not coming back.
    6. Re:AMD and Intel have a cross-licencing agreement. by turgid · · Score: 4, Interesting
      Security wise, it is bad that Intel decided not to copy the NX (No Excute on pages) part as well.The NX is not an AMD invention, of course, but it's very nice that they included it.

      Yes, but intel needs something to differentiate the Xeon from the itanic i.e. they can claim you need to buy an intanic to get this high-tech, innovative intel security feature. Many corporates still don't buy AMD because there hasn't been big name backing until now. intel hopes that it can still market its way past some peoples' ignorance.

    7. Re:AMD and Intel have a cross-licencing agreement. by Waffle+Iron · · Score: 5, Insightful
      It truly is a pain to do any assembly programming on the x86.

      So?

      The 99.9% of people writing apps in any langauge as abstract as C or higher don't have to worry about the CPU architecture. If it compiles and runs these languages at a price/performance ratio favorable to other CPUs, then nobody sould have a problem with it.

      The true runtime architecture of an X86 CPU (and most RISC chips as well) has been mostly unfathomable to humans since the Pentium Pro came out. The X86 instruction set is just a backwards-compatible abstraction that is used to logically specify what needs to be done. The chip transforms these instructions to something completely different at runtime. For example, X86 chips already do have dozens of the "multi-purpose" registers you're pining for; you just don't see them at the visible instruction set level. When you do "assembly programming" on a modern CPU, you're not much closer to the real hardware than you are writing in C.

    8. Re:AMD and Intel have a cross-licencing agreement. by Shurhaian · · Score: 5, Insightful

      However, that's largely irrelevant since it's not the same architecture anyway. This is reverse engineering in the most literal sense - taking a known set of responses and going backwards from it to a design that will yield the desired result. Analyzing the blueprints wouldn't be reverse engineering at all; it would actually be making a direct copy.

      --
      NB: YMMV. IANAL. Take the above with a grain of salt.
    9. Re:AMD and Intel have a cross-licencing agreement. by goodster · · Score: 4, Funny

      "OpenBSD developers was not very happy with the Intel decision..." Both of them? :)

    10. Re:AMD and Intel have a cross-licencing agreement. by John+Courtland · · Score: 4, Informative

      The x86-64 has 16 64-bit GP registers now. The instruction set isn't so bad if you get down to the microcode anyhow, most common instructions (MOV, ADD, INC, DEC) are executed in 1-2 clocks, and have since the 486. Yes there is a latency to decode the instructions but that's what pipelining is for.

      --
      Slashdot is proof that Sturgeon's Law applies to mankind.
    11. Re:AMD and Intel have a cross-licencing agreement. by Transcendent · · Score: 4, Insightful

      There's a rather large difference between having a set of programmer's manuals and having the transistor-level blurprints of the logic implementation.

      And if you did have the transistor level blueprints of the logic implementation, what exactly would you be reverse engineering?

    12. Re:AMD and Intel have a cross-licencing agreement. by nyteroot · · Score: 4, Informative
      Sorry, I'm afraid this time it's you that doesn't know what's going on.

      Since the Pentium Pro, Intel's IA32-based chips (and AMD's chips from a similar point in time I'm sure) have actually had to translate IA32 instructions into an even lower-level RISC-like instruction set before they were executed. At this point the IA32 instruction set no longer truly reflects the runtime architecture of an x86 CPU.

      --
      Ratio of replies to old sig content : replies to actual post content > 0.5. Sig changed.
    13. Re:AMD and Intel have a cross-licencing agreement. by Lars+T. · · Score: 4, Informative
      Intel, AMD sign new licensing deal
      The two companies signed a 10-year patent-licensing deal, the fourth pact between the companies since 1976. The deal is retroactive to Jan. 1, when the previous agreement expired.
      Neither company needs a specific license to use one of the other's technologies (if it falls inside the limits of this deal of course), e.g. AMD doesn't need one to use (I)SSE (II(I)).
      --

      Lars T.

      To the guy who modded me down from perfect to terrible Karma - Apple haters still suck

  2. umm yeah? by toast0 · · Score: 5, Insightful

    I haven't read the article (this is /.), but i would have expected they reverse engineered, or read the documentation for AMD64 to implement their x86-64 cause it's apparently very nearly the same ISA.

    Intel and AMD have a broad patent cross licensing agreement, so it's not a big deal.

  3. Something they left out... by LordK3nn3th · · Score: 4, Interesting

    ...Isn't it true that they left out the NX (no-execute?) bit, thus causing some compatibility issues?

    --

    ---
    Never criticize religion on Slashdot. You will be modded down for "Troll" no matter how factual it is.
    1. Re:Something they left out... by l33t-gu3lph1t3 · · Score: 5, Interesting

      Intel had decided that the NX bit was best left for their Itanium line as a highend feature ;)

      --
      ------- "From bored to fanboy in 3.8 asian girls" ----------
  4. So? by cjthompson · · Score: 4, Insightful

    I don't get it. If they all do it, then this is a bit of a 'none story' right?

    1. Re:So? by Ralph+Yarro · · Score: 5, Funny

      I think we're supposed to be amazed that a big company did something that isn't illegal. Not sure though, that's the best I could get out of it.

      --

      The real Ralph Yarro posts as Anonymous Coward. Anyone else is an impostor.
  5. Copy-Cat. by Anonymous Coward · · Score: 5, Insightful

    "This very tactic has actually been used by firms such as AMD in the past to catch up to Intel."

    Of course. Although don't forget cross-licensing deals as well e.g. Pentium.

    The fact that Intel went to all this work simply shows that AMD made the better decision with it's architecture.

    1. Re:Copy-Cat. by BWJones · · Score: 4, Insightful

      I might remind everybody that this is exactly how Compaq made a name for themselves by reverse engineering the IBM PC, thus creating the Wintel based PC industry.

      --
      Visit Jonesblog and say hello.
    2. Re:Copy-Cat. by Jeremiah+Cornelius · · Score: 4, Interesting
      Uhhh...

      We had several years of "DOStel".

      Remember when 8086's and 80286's were made by everybody from Harris to NEC? DOS was the standard, and LIM 4 was the memory overlay spec. You could USE something goofy like NEC's 20MHz 8086 clone - when the Intel part topped off shy of 8 Mhz, and the 286 ran at 12MHz!

      The whole kit was nearly "off-the-shelf", except for the BIOS. This was what Compaq "clean-room" reverse engineered with such care.

      --
      "Flyin' in just a sweet place,
      Never been known to fail..."
  6. Reverse engineer ... instruction set?! by mentin · · Score: 5, Insightful

    In my vocabulary "to reverse engineer" means to find out something internal, hidden and protected. The article talks about "reverse engineering AMD instruction set", which is obviously public. This is called "copying", and has nothing to do with "reverse engineering"

    --
    MSDOS: 20+ years without remote hole in the default install
    1. Re:Reverse engineer ... instruction set?! by Sebastopol · · Score: 4, Insightful

      No, it's not. Reverse engineering would be me analyzing a few ml of Coca Cola, spectroscopy, fractional distillation, etc. to determine the chemical composition, and then synthesizing a new composition that mimics the resulting flavor of the Coke sample.

      -OR-

      coke could publish the recipe and I could make some at home combining vanilla, lemon and cinnamon.

      The former is reverse engineering, the later is what Intel did.

      --
      https://www.accountkiller.com/removal-requested
    2. Re:Reverse engineer ... instruction set?! by RML · · Score: 4, Insightful

      Engineering is taking a specification and making a product from it.

      Reverse engineering is taking a product and making a specification for it.

      This is clearly an example of normal engineering.

      --
      Human/Ranger/Zangband
  7. Cross-licensing by l33t-gu3lph1t3 · · Score: 4, Informative

    Intel has cross-licensed X86 do death. I believe the terms of the deal state that Anyone can use x86, but any improvements they do to it are free for Intel to incorporate.

    --
    ------- "From bored to fanboy in 3.8 asian girls" ----------
  8. AMD passes Intel. by LostCluster · · Score: 4, Insightful

    The big story here isn't that Intel has done anything "wrong", but they've done something that they haven't done in the past... something that AMD used to do when they were trailing behind Intel.

    Now the shoe's on the other foot. AMD has taken one of the signs that used to say Intel was the market leader.

  9. AMD will have the last laugh here by AtariAmarok · · Score: 5, Funny

    AMD will have the last laugh here. Turns out they embedded a Pink Floyd album in the code of AMD64 (a fair-use copy, as AMD had previously purchased the album). When Intel copied the code and put it in their chip, it was all AMD needed for a little call to the RIAA to pay a visit to Intel's house....

    --
    Don't blame Durga. I voted for Centauri.
    1. Re:AMD will have the last laugh here by niko9 · · Score: 4, Funny

      /song/...and when you running Windows 64, I'll see you on the dark side of the CPU.../song/

    2. Re:AMD will have the last laugh here by AtariAmarok · · Score: 5, Funny

      /song/
      "We don't need no "Media Player"
      "We don't need no content control"
      "No dark embracing, or extension"
      "Hey Redmond! Leave script kids alone!"
      "All in all, we're all just borg in the cube"

      --
      Don't blame Durga. I voted for Centauri.
    3. Re:AMD will have the last laugh here by Joe+Enduser · · Score: 4, Funny

      Actually, it was Bohemian Rapsody, by Queen, and not quite the same without the no-execution bit.

  10. Not reverse engineering by Sebastopol · · Score: 4, Insightful

    This is ahrdly reverse engineering. This is Intel building an ISA to a specification laid down by AMD. Just like Transmeta executing IA-32 code, or like Lindows looking like windows.

    AMD didn't even have silicon before Intel started building 'yamhill', so by definition of the term, it is impossible for Intel to have reverse engineered.

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    https://www.accountkiller.com/removal-requested
  11. It's JUST MORE FUN!! by Wolfier · · Score: 5, Funny

    Intel employee A: Here's the spec AMD gives us. Use it.

    Intel employee B: Yee Hah!! I've almost figured out how they do this last opcode!

    Intel employee A: Yeah, it's on page 183 of this. Read it.

    Intel employee B: Leave me alone!! Specifications are for weenies! I'll reverse engineer it. You can keep the specs, thanks.

  12. So...What's the point? by Tuckdogg · · Score: 5, Insightful

    I've seen some people suggest that it was actually a "copy" of something AMD already made public, and not really a true attempt at reverse engineering. But even if it was reverse engineering, so what? Of course they haven't broken any laws! There's nothing wrong with reverse engineering. How many times has /. come out to defend reverse engineering (DeCSS, PlayFair, bleem!, Connectix's Virtual Game Station)?

    If the little guys can do it, the big guys can do it, too. No double standards, please.

    --
    Tuck
    Tuck's Journal.
    1. Re:So...What's the point? by infernow · · Score: 4, Insightful
      I don't think this is a matter of double standards. The article even says that there's no shame in what Intel has done:
      "There's no shame in it," Halfhill said of the reverse-engineering. "AMD has reverse-engineered everything Intel has done for years."
      Intel may or may not have copied, reverse-engineered, or otherwise duplicated the AMD spec. That doesn't matter. What does matter is that it is Intel who is having to catch up to AMD, rather than the other way around.
      --

      that that is is that that is not is not

  13. Not exactly a well informed article by Lface · · Score: 5, Informative

    Given that the instruction sets are compatible, you don't need to do much investigation to figure out that they have looked at AMD's x86-64.

    Apparently, there is still some confusion about whether the instructions sets are compatible or not, and people such as Linus has been critisizing Intel for trying to hide the fact that they are indeed compatible by giving the instruction set another name.

    When it comes to licensing of technology, AMD and Intel has had cross-licensing agreements since the seventies, and there has been roumors for a long time that these has included x86-64.

  14. The Real Story (tm) by ReverendLoki · · Score: 4, Insightful

    Yes, reverse Engineering is the norm, happens all the time, blah blah.... The real story here is that, for a change, Intel did it to AMD instead of the other way around. Or, as the article puts it, "Intel's decision, however, clearly places AMD in the role of market leader. " Maybe a tad too grandiose of a statement, but it's at least in the same ball park.

    --
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  15. Re:So... by Rick+Zeman · · Score: 4, Funny

    You must be new here.

    You must not know how to read slashdot ID #'s.

  16. Looks like... by Pollux · · Score: 5, Informative

    Intel pulled an AMD.

    So reverse engineering is not a problem in this case. In fact, it's not unlikely that AMD simply handed them the documentation.

    But reverse engineering isn't "Handing them the document," as you put it. They have the right to produce a chip which uses the same instruction set (x86-64) within their chip, but they have to find a way to build it themselves...unless they reverse engineer the design of the chip itself...happens all the time...Z80 ring a bell? AMD did the exact same thing with the Intel 286, 386, and 486...took Intel's chip and reversed the design...until they finally came out with their own design of the 5x86 architecture, the K5. The K5 still used the x86 instruction set, but executed it with their own engineered design. So, maybe this is a good sign of Intel now being the follower instead of the leader.

    1. Re:Looks like... by isdnip · · Score: 5, Informative

      Just to be more specific about the history...

      Intel licensed AMD to produce their designs, as a second source, up through the 80286. Intel masks and all. By the time the 386 came out, Intel didn't need AMD any more (they had multiple fabs and a good enough reputation, plus a lock on PC-compatible chips). So they told AMD that the agreement didn't apply any more. I don't remember if AMD won or lost on the 80386. But it certainly didn't last until the 486. So AMD did their own design, without any help from Intel. The court did note that a number could not be trademarked. It was thus never the "80486"; I think "i486" was a trademark, not that anybody cared, and that's why the next Intel chip was "Pentium".

      AMD's "586"-class chip, the K5, was a dog. They then bought NexGen and adapted its RISC-innard design to the K6, which rocked, and fit a Pentium socket. Intel put tighter patents on the PII socket so AMD built the Athlon on DEC's Alpha socket electrical design.

      Intel didn't have to change the ISA (drop the NX, for instance) in order to be legal. Either they goofed, or they sabotaged their own 64-bit x86 upgrade (as others here have suggested) in order to create a niche for the Itanic.

  17. this story is null and void by Neophytus · · Score: 5, Insightful

    because Intel and AMD have, and recently renewed, a share and share-alike licence for each others technologies. They do this because it would hurt them both were their chips incompatable

  18. Fire the slashdot editor who dropped the ball. by mwarps · · Score: 5, Insightful

    Completely irresponsible and mindless work here.

    This is truly a sad, sad state of affairs when stupid, unresearched yellow journalism like this makes the front page of Slashdot. We have known for *years* about the cross licensing of patents between AMD and Intel. It's been reported ON THIS SITE.

    I normally don't like to flame the editors, but this is nearly unforgivable.

    Goodbye Karma.

  19. Goodbye Intel... by MBCook · · Score: 5, Insightful
    The whole thing is very interesting. The first thing to note is that Intel has been doing this since the very start. The proof? According to a document that made all the tech sites a few weeks ago (don't want to dig it up) if you remove the stuff Intel added to the IA-32e over AMD-64 (you know, SSE3 and such) the architectures are IDENTICLE except for two instructions. Those two instructions happen to be the exact same two that were not in the first draft of the AMD-64 architecture and were added later. That would be one MAJOR coincidence. I doubt that anyone is suprised though.

    As for Intel's processor, I haven't heard good things. I saw an article on either The Register or The Inquirer that pointed to an article in c't about the Noncona (English thanks to Google) that Noncona is in trouble. According to the article in c't, a beta tester described the performance of the chip succintly: "It sucks." The article also states that HP has decided to only use Opteron chips, so perhaps it knows this fact too. The article doesn't say why (although it speculates that it's only emulating parts of the 64 bit instruction set). The article also has some info on some other things.

    All in all, after all their foot dragging, I've lost interest in Intel. I'm worried that it won't perform as well as an Opteron. I'm worried it will be a blast furnace (Opteron's aren't cool by any means, but they look only luke-warm compared to Presshot). And I have read speculation (which I believe) that Intel is going to move to an integrated memory controller (like the Opteron) for performance reasons. Let's not forget that Intel is pushing a whole new form factor (BTX) just to help controll heat (or at least that seems to be it's major contribution to the world). AMD used to look like a "me too" company to me, making knockoffs. But over time (starting with the Athlon) I've been watching them and I no longer see them as an "also ran", they seem to be the REAL innovators these days.

    AMD vs. Intel:

    • Intel says Rambus. AMD says DDR. The industry uses DDR.
    • Intel says "no one needs 64-bits". AMD says "here, have 64-bits". People buy AMD, so Intel says "wait for me!"
    • Intel makes MMX, AMD makes 3DNow! and it spanks MMX, so Intel has to make SSE.
    • Intel says "faster processors (ghz) are faster, performance ratings confuse people". AMD says "faster processors (ghz) aren't always faster, performance ratings help people see past speeds". AMD's chips are faster than Intel's and Intel has to admit it won't keep pumping up clockspeeds. Result? Intel says "faster processors (ghz) aren't always faster, performance ratings help people see past speeds".
    • AMD released the Opteron and Athlon 64 which races past the P4. Intel has to release the P4 Emergency Edition just to stay competitive at the top end. How did they improve the processor? They didn't, they just added cache. They're 3ghz processor needs extra cache to keep up with a 2ghz one from their compeditor that runs cooler and has 64-bits.

    There are tons more. I saw an article on it the other day. Intel is not on sure footing, if you ask me. Between the problems above, the trend to sub $500 computers, and just AMDs gaining reputation, Intel could be in trouble. It has recently admitted that it can't continue to use the P4 and is going to build it's future chips off of it's mobile chip because they can't keep speeding up the P4, it's not worth it.

    --
    Comment forecast: Bits of genius surrounded by a sea of mediocrity.
  20. if only by Cynikal · · Score: 5, Funny

    if only AMD had been able to sneak in a few cyrix chips as their new easier-to-reverse-engineer edition 64bit chips....

  21. Quite true indeed by Anonymous Coward · · Score: 5, Interesting

    While working at Intel in 2000-2001 it was well known that there was a "finders fee" of $5,000 for each 'hammer' you could provide the company with. In fact there was even a spooky looking site (complete with spy vs spy logo) on our intranet listing what all the finders fees were for various 'items' under development by our competitors.

    needless to say I was a little surprised when I saw this...but not to surprised.

  22. Re:So... by timeOday · · Score: 4, Insightful
    Intel playing catch-up to AMD IS big news, not because it's illegal (it isn't) but because it has always been the other way around.

    Granted, it doesn't mean AMD is the "market leader" (normally measured in $$$), nor even the overall technology leader, but being copied by Intel sure bolsters AMD's image.

  23. Re:So... by 1000StonedMonkeys · · Score: 4, Funny

    Everyone knows how slashdot ID #'s work.

    In a now famous episode of short sightedness, CmdrTaco said, "Slashdot will never need more than 640K IDs," and determined that slashdot IDs would count down from 640K and stop when they hit 0.

    Your ID of 15628 indicates both that you are new here, and that the end is near.

  24. Re:Neither can the compiler see these new register by Waffle+Iron · · Score: 4, Informative
    Maybe they do have more multi-purpose registers (I don't believe you 100%), but if you cannot access them via assembly code, then the compiler can't see them either.

    Well, the way CPU performance works today isn't really intuitive. A modern CPU can slice each opcode into several independent primitive operations and run each of those independently. In fact, it can reorder the suboperations from a variety of opcodes and do the work as it can be done, delaying for later the primitives that depend on long-latency things like data from cache. It can also execute many operations after a branch before it knows that the branch will be taken, and throw away all of those results if the branch gets mispredicted. The CPU may be simultaneosly working on dozens of opcodes at any given point in time.

    To support this craziness, the CPU uses "register renaming", which allots dynamic assignments for the user-visible registers from a bank of generic hardware registers. At any one time, you may have several versions of "EAX" simultaneously exist in the CPU; these represent the value of EAX at different logical points in the program code (some of the values may later be found to be useless because of speculative execution).

    So what the programmer thinks of as a bottleneck of loading and storing EAX a couple of times in succession may turn out not to be a bottleneck at all if the values are logically independent. The instructions may be reordered so that both loads of EAX exist at the same time, regardless of what one would assume from looking at the linear opcode sequence. In this case you get to simultaneously use more registers than what you can see.

    While its hard for assembly programmers to keep this straight, compiler writers can emit code that is aware of the CPUs behavior to take advantage of these features as much as possible. The X86 instruction set is a kind of bytecode abstraction; the compiler and CPU can mutually understand that there are ways to transcend the apparent limitations of that visible architecture.

    The bottom line is that register pressure is an issue, but register renaming in the X86 helps to mitigate it. Moreover, AMD's 64-bit extension adds lots of new programmer-visible registers, further reducing the problem. The real challenges going forward with current CPU designs today are improving branch prediction with ever-deepening pipelines, increasing cache size as the CPU speed continues to outstrip DRAM speed, and managing power consumption as gate leakage and transistor count increase. All CPU architectures need to deal with these issues, X86 and RISC included.

    (Itanium was meant to be a new approach to the branch-prediction issue, pushing the intelligence to the software compiler; it hasn't been a resounding success. It also really pushed the cache size by including monster caches, and this has been the main reason for its reputation as an expensive power guzzler. The CPU core really isn't that big or complex.)

  25. Some hints from an ex-Intel engineer by Anonymous Coward · · Score: 4, Informative

    sorry for posting as Anonymous.
    When AMD only started to loudly talk about x86-64, my friend - u-code designer - told me in a private conversation that "...the management is worried, I was asked to look into the possibility of implementing u-code extensions of those new instructions. I'll look at their public specs today. After all, there's not much else to be changed except the u-code".
    I guess he did - but we never spoke about that later.
    The point is:
    1. Intel was preparing an answer to x86-64 as early as AMD started to talk about it.
    2. Intel was quite understandingly taking a wait-and-see approach to that - no one would pull the plug on an already available product, no matter how well it's selling, in favour of competitor's hype. They only started taking real marketing steps when it was obvious that x86-64 is getting accepted and didn't want to lose this market completely.
    3. The implementation is 100% in-house using only AMDs public specs. The uArch was ready before Athlon64 launch, for just in case, and they started marketing it as early as it was clearly no-other-choice situation. C'mon, give Intel some credit - why steal from AMD if there's plenty of in-house talent available? They even made Merced work (after only 8 years :-)).