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New Graphics Firm Promises Real-Time Ray Tracing

arcticstoat writes "A new graphics company called Caustic Graphics reckons it's uncovered the secret of real-time ray tracing with a chip that 'enables your CPU/GPU to shade with rasterization-like efficiency.' The new chip basically off-loads ray tracing calculations and then sends the data to your GPU and CPU, enabling your PC to shade a ray-traced scene much more quickly. Caustic's management team isn't afraid to rubbish the efforts of other graphics companies when it comes to ray tracing. 'Some technology vendors claim to have solved the accelerated ray tracing problem by using traditional algorithms along with GPU hardware,' says Caustic. However, the company adds that 'if you've ever seen them demo their solutions you'll notice that while results may be fast — the image quality is underwhelming, far below the quality that ray tracing is known for.' According to Caustic, this is because the advanced shading and lighting effects usually seen in ray-traced scenes, such as caustics and refraction, can't be accelerated on a standard GPU because it can't process incoherent rays in hardware. Conversely, Caustic claims that the CausticOne 'thrives in incoherent ray tracing situations: encouraging the use of multiple secondary rays per pixel.' The company is also introducing its own API, called CausticGL, which is based on OpenGL/GLSL, which will feature Caustic's unique ray tracing extensions."

136 comments

  1. cant wait. by Anonymous Coward · · Score: 0, Interesting

    wow i cant wait for this. assuming that it's easily fits into current hardware

    1. Re:cant wait. by Goaway · · Score: 5, Funny

      I know! This is totally going to solve the problem of the utter lack of glass spheres and infinite checkerboards in today's games!

    2. Re:cant wait. by WhiteHorse-The+Origi · · Score: 1

      It's like the SoundBlaster of video! Too bad it will die due to closed source and lack of developers.

  2. I know their secret! by Anonymous Coward · · Score: 0

    They are performing the ray tracing one scanline at a time.

    1. Re:I know their secret! by mikael · · Score: 4, Informative

      That's how just about all ray-tracers work. The problem is when you want to avoid aliasing effects. The easiest solution is to use multi-sampling, but having a nice square grid of primary rays per pixel still creates some aliasing effect. Randomizing the directions of these rays using a statistical distribution is one way of improving things. But then, at every reflection and refraction the secondary rays converge and diverge even further, so they will not all hit the same triangle/object/texture which causes all sorts of texture caching problems.

      This company seems to have found a solution with their "incoherent ray" solution.

      --
      Vintage computer adverts: http://www.vintageadbrowser.com/computers-and-software-ads
  3. One step closer by flewp · · Score: 3, Interesting

    Being a 3D artist (mostly just a modeler and texture artist, but sometimes a generalist), I'm happy to see work like this being done. It seems like only yesterday I was waiting hours or all night for simple ray traced scenes.

    While it may be underwhelming to some, I'm more than happy to see people working on this kind of tech. Sure, we've moved on from just "simple" ray tracing to using things like GI, etc, but in time we'll have that in real time as well. Some apps are already doing some tricks to enable real time GI and other tricks. (the key word being tricks, since they're not totally physically accurate). Obviously real time will always lag behind, but I look forward to the future.

    --
    WWJD.... for a Klondike bar?
  4. 2009 by stonedcat · · Score: 5, Funny

    2009 is the year of the ray traced desktop.

    --
    You can't take the sky from me.
    1. Re:2009 by Tablizer · · Score: 3, Insightful

      2009 is the year of the ray traced desktop.

      Can't wait for the ray-traced BSD desktop version of Duke Nukem Invents The Flying Car.
           

    2. Re:2009 by stonedcat · · Score: 1

      Seems we've been waiting forever for Duke.

      --
      You can't take the sky from me.
    3. Re:2009 by Slumdog · · Score: 3, Funny

      Seems we've been waiting forever for Duke.

      I think in Soviet Russia, Duke Nukem waits for YOU!

    4. Re:2009 by DrMrLordX · · Score: 1

      Da comrade, the power of the meme is within you. Embrace it and, IN SOVIET RUSSIA, destiny meets YOU!

    5. Re:2009 by Nemyst · · Score: 2, Funny

      Ya, my bluescreen never looked so pretty!

    6. Re:2009 by Dylan2000 · · Score: 1

      finally!

      --
      Build your own website - full service homepage system your m
    7. Re:2009 by jellomizer · · Score: 2, Interesting

      When will real time ray tracing happen... Real time will need to be above about 30 frames/second.

      Lets say back in the year 2000 it took 1/2 an hour to render a high resolution complex page.
      So we will apply Mores law With a conservative approach to it. lets say they double speed every 24 months (makes the math easier too)

      2002 it would take 15 minutes
      2004 it would take 7.5 minutes
      2006 it would take 3.75 minutes
      2008 it would take 1.875 minutes
      2010 it would take 56.25 second
      2012 it would take 28.125 seconds
      2014 it would take 14.0625 seconds
      2016 it would take 7.03 seconds
      2018 it would take 3.52 seconds
      2020 it would take 1.76 seconds
      2022 it would be 1.14 frames/second
      2024 it would be 2.27 frames/second
      2026 it would be 4.55 frames/second
      2028 it would be 9.10 frames/second
      2030 it would be 18.20 frames/second
      2032 it would be 36.41 frames/second

      So expect real time Ray tracing between 2022-2032

      That said, in the mean time there are shortcuts to get the quality simulated such as mixing raster and Ray Tracing. Simplifying textures, Pre rendering parts that have less change etc... But if that is the secrete of DN4E I wouldn't expect to see it for a few more decades.

      --
      If something is so important that you feel the need to post it on the internet... It probably isn't that important.
    8. Re:2009 by mrstrano · · Score: 0, Redundant

      2009 is the year of the LINUX ray traced desktop!

    9. Re:2009 by Anonymous Coward · · Score: 1, Funny

      Ray-traced BSD is dying.

    10. Re:2009 by WhiteHorse-The+Origi · · Score: 1

      No they are improving by a factor of 10. The current system speeds it up 20X and next year, when it's put on a chip, it will be 200X.
      So that means in 2009 it will take 3.75 seconds and in 2010, 0.5625seconds. SO roughly 2 frames/sec. cheers!

    11. Re:2009 by ConceptJunkie · · Score: 1

      Can't wait for the ray-traced BSD desktop version of Duke Nukem Invents The Flying Car.

      Not a BSD desktop... a HURD desktop!

      --
      You are in a maze of twisty little passages, all alike.
  5. Shitty summary! by drinkypoo · · Score: 5, Informative

    Stop copying and pasting the article to generate almost the entire summary, especially when you don't do it right. The However, the company adds that 'if you've ever seen them demo their solutions you'll notice that while results may be fast -- the image quality is underwhelming, far below the quality that ray tracing is known for.' makes it look like you're talking about the Image quality of Caustic's new solution, which is obviously wrong. Here's the real paragraph:

    "Some technology vendors claim to have solved the accelerated ray tracing problem by using traditional algorithms along with GPU hardware," says Caustic, referring to companies such as Nvidia which recently demonstrated real-time ray tracing using CUDA . However, the company adds that "if you've ever seen them demo their solutions you'll notice that while results may be fast--the image quality is underwhelming, far below the quality that ray tracing is known for."

    In other words, it was someone at Caustic talking about everyone else's solutions, the opposite of the implication of the summary!

    --
    "You're right," Fisheye says. "I should have set it on 'whip' or 'chop.'"
    1. Re:Shitty summary! by Ambiguous+Coward · · Score: 1

      Thanks. Your clarification actually caused me to rtfa. I figured if the summary was actually accurate, there was no point in the article, as it was likely just a bunch of slop. And while it may still have been a bunch of marketing slop after all, at least it was interesting. :)

      --
      Their may be a grammatical error, misspeling, or evn a typo in this post.
    2. Re:Shitty summary! by arcticstoat · · Score: 2, Insightful

      That's kind of my fault for submitting such a long summary in the first place - the original I submitted to the Firehose makes it clear what the quote is referring to, but that submission was obviously too long for a general summary. I take your point about copying and pasting, though - I'll be less lazy next time :)

    3. Re:Shitty summary! by Anonymous Coward · · Score: 1, Insightful

      Perhaps, but it's mostly ScuttleMonkey's fault for posting such a misleading summary.

    4. Re:Shitty summary! by j1m+5n0w · · Score: 1

      Not surprisingly, that text from the article is actually copied and pasted straight from Caustic's web site. Granted, the text appears in the article in the context of a quote, but the way it is presented makes it sound like they actually spoke with a representative of the company.

    5. Re:Shitty summary! by Anonymous Coward · · Score: 0

      Indeed. Hang the mod! Then get strippers. In fact, screw the mod (metaphoricaly), then screw the strippers (litterally).

    6. Re:Shitty summary! by drinkypoo · · Score: 1

      Ironically, I failed to get my HTML correct, which suggests to me that I also remind you of the value of preview.

      --
      "You're right," Fisheye says. "I should have set it on 'whip' or 'chop.'"
    7. Re:Shitty summary! by shawn(at)fsu · · Score: 1

      For all the crap that Roland took, at least you were guranteed that the summary on /. was not just a copy and paste of the first paragraph of the article. The copy and past annoys me to no end.

      --
      500 dollar reward for tip(s) leading to the arrest of the person(s) who stole my sig.
    8. Re:Shitty summary! by x2A · · Score: 1

      Why's a lightbulb better than a pregnant stripper? You can unscrew a lightbulb!

      --
      The revolution will not be televised... but it will have a page on Wikipedia
    9. Re:Shitty summary! by Raenex · · Score: 1

      It seems like a silly, pointless waste of time to reword a summary.

  6. "Caustic"? by Tablizer · · Score: 2, Funny

    Do they get their chips from Flammable Systems, and their capacitors from Toxic Components Inc?

    1. Re:"Caustic"? by flewp · · Score: 5, Informative

      I assume you're kidding, but for the uninitiated: Caustics also refers to light reflected and refracted by a curved object. Think the pattern of light cast by a glass on your desk, or thrown off by a ring sitting on a surface.

      --
      WWJD.... for a Klondike bar?
    2. Re:"Caustic"? by Tablizer · · Score: 3, Informative

      I assume you're kidding, but for the uninitiated: Caustics also refers to light reflected and refracted by a curved object. Think the pattern of light cast by a glass on your desk, or thrown off by a ring sitting on a surface.

      Or the skewed image of a star caused by an imperfect telescope lens.
           

    3. Re:"Caustic"? by flewp · · Score: 1

      Wouldn't that fall under "light reflected and refracted by a curved object"? Isn't a telescope lens just that? Or is there something else going on I'm not aware of?

      --
      WWJD.... for a Klondike bar?
    4. Re:"Caustic"? by flewp · · Score: 2, Insightful

      Er, I'm an idiot. I wasn't thinking, and realized just after hitting 'submit' you were just providing another example, apologies good sir.

      --
      WWJD.... for a Klondike bar?
    5. Re:"Caustic"? by alexborges · · Score: 0, Offtopic

      Your sig dont cut it.... WWJDHH... etc.

      Sheesh.

      now im hungry

      --
      NO SIG
    6. Re:"Caustic"? by treeves · · Score: 1

      If they ever put in images in the Acid3 test (I guess it'll be Acidx where x>3) that require ray-tracing like this, Caustic Graphics solutions will be neutralized. Yuk yuk.

      --
      ...the future crusty old bastards are already drinking the Kool-Aid.
  7. Surely they could have chosen a better name. by Futurepower(R) · · Score: 1, Funny

    "Caustic" Graphics? Would you want to do business with a video company that names itself after a chemical that damages your eyes?

    1. Re:Surely they could have chosen a better name. by Tablizer · · Score: 0, Troll

      "Caustic" Graphics? Would you want to do business with a video company that names itself after a chemical that damages your eyes?

      Microsoft's non-macho name never hurt it.....unfortunately.
                 

    2. Re:Surely they could have chosen a better name. by DMUTPeregrine · · Score: 4, Informative

      Caustics are light reflected and/or refracted by curved surfaces. The pattern of light lines on the bottom of a pool is one of the more common types of caustic. The company chose a graphics term. The graphics people chose a term that has another, more understood meaning.

      --
      Not a sentence!
    3. Re:Surely they could have chosen a better name. by Chiisu · · Score: 0, Offtopic

      Maybe it renders TubGirl quickly (and anything faster than never is too fast...)

    4. Re:Surely they could have chosen a better name. by Slumdog · · Score: 1

      Microsoft's non-macho name never hurt it.....unfortunately.

      But Microsoft was really popular among men!

  8. I'll believe it when I see it! by MostAwesomeDude · · Score: 4, Insightful

    They've advertised Linux support too, but I haven't heard anything from these guys. Unless they're like nVidia and sit around killing kittens all day, it would be a good idea for them to actually do some research and figure out how GLX and DRI work. Even the ATI closed-source drivers still respect the GLX way of life.

    (nVidia replaces the entire DRI stack. DDX, GLX, DRI, DRM, all custom. fglrx doesn't replace GLX. Just in case you were wondering.)

    --
    ~ C.
    1. Re:I'll believe it when I see it! by CannonballHead · · Score: 2, Interesting

      Your sig was quite funny after your post. :)

    2. Re:I'll believe it when I see it! by neumayr · · Score: 1

      Yes well, and which approach is the one that actually works?
      nVidia's drivers have done their job for me, ATI's.. not so much.

      Sure, theoretically, it's better to stick with the given architecture like ATI's drivers do. I get that. But what good does it do for anyone if it hardly works?
      I'd rather replace half of X.org with nVidia's code if it means I get to use all my card's features.
      Isn't enabling vendors to do that actually one of the things open source advocates keep preaching about?

      --
      Truth arises more readily from error than from confusion. -Francis Bacon
    3. Re:I'll believe it when I see it! by fat_mike · · Score: 1

      Yep, sounds like every other Linux project to me.

      Announce something cool
      Ask the community to donate time
      Sit back and watch Linux users bitch about no release.

    4. Re:I'll believe it when I see it! by ion.simon.c · · Score: 1, Troll

      But what good does it do for anyone if it hardly works?

      What's broken about it?

      nVidia's drivers have done their job for me...

      ATi has *NEVER* had good drivers. They fucking suck at writing drivers. They always have, and -if trends continue- always will.
      nVidia's rewrite of the majority of X.org graphics bits fails 'cause it's an ongoing *massive* duplication of effort. When the x.org folks put bugfixes or enhancements in to some component that nVidia has duplicated in their driver, everyone who depends on nVidia's software has to wait and see if nVidia will be arsed to fix their code. When everyone but nVidia decides to stop using a feature and move on to something different, nVidia's kinda stuck with all that effort that they put into a now-deprecated way of doing things.

      I'd rather replace half of X.org with nVidia's code...

      I suppose this means you don't care about the future of X.org? I understand that nVidia's policy is to *NEVER* help out open source. So, what they're doing makes perfect sense from that standpoint. However, it *never* makes long term sense for an open-source project to depend on closed-source binaries which provide a significant portion of the project's functionality. [1] You can't have a healthy project in this sort of scenario.

      But, I digress. I assume that you don't give a flying fuck about the health of any of the projects behind the system that you use. You just want your system to work right now. (Please correct me if I'm wrong.)

      [1] Wifi firmware is a whole other kettle of worms.

    5. Re:I'll believe it when I see it! by neumayr · · Score: 1

      You feel the future of X.org is threatened by nVidia's policy? In what way?

      In the first part of your post you seem to be saying it's the nVidia users who're out of luck whenever new X.org bugfixes/features aren't ported. In which case I don't see how they're holding back the project.

      Then you go on saying that nVidia never helps out open source and basically accuse them of being damaging to X.org's health. Which I don't get. As I understand it, it's not X.org which depends on binary-only software, it's nVidia users.

      About me not giving a damn about the health of the software I use - I prefer working software, yes. If that's detrimental to the health of some unlying project, I might consider to use something else. Probably not for something as essential as a working graphics system though.

      I'm not convinced that using nVidia is bad for X.org anyway.

      --
      Truth arises more readily from error than from confusion. -Francis Bacon
    6. Re:I'll believe it when I see it! by ion.simon.c · · Score: 1

      First off, what's currently broken about the bits that nVidia has reimplemented?

      In which case I don't see how they're holding back the project.

      Meh. You're right I was overreaching. The only thing that I have to that _remotely_ supports my position is a post by Aaron Siego:
      http://aseigo.blogspot.com/2008/09/on-kde4-performance.html

      The money quote is here:

      This isn't the only issue in x.org, but it sort of highlights one of the big ones: x.org has some pretty big issues when it comes to doing graphics. That's why nVidia includes in their driver a rewrite of pretty much every bit of x.org that touches graphics. This in turn causes havoc of a new variety: does nVidia's twinview map nicely to xrandr/xinerama or does it get screwed up? (Answer: often the latter.) Issues that get addressed in x.org need to also be fixed in the nVidia driver if they exist there too, and vice versa. It's just not pretty.

      This is one of the primary reasons why I'm very excited about Gallium3D: it's a modern graphic stack done by graphics gurus that is designed for the real world of hardware. I've seen it action, and it's impressive.

      If I understand correctly, nVidia was (and still is?) pouring a lot of effort into rewriting x.org features, then keeping the improvements to themselves. They could be better citizens and distribute their modifications to the x.org folks. However, it's their code, and their hardware. They can do what they want with it. No rational person is gonna try to force them to relinquish their changes. :)

      Now, the future of *any* open source project that has a large portion of its userbase which depends on a proprietary, closed-source component is threatened. What happens when the vendor goes tits-up? Fails to update for a new kernel? A new version of x.org? Stops updating the "Legacy" driver? Your users are sort of SOL, and there's nothing that you can do about it.
      OTOH, who says that the users *have* to update to the latest and greatest? It would certainly be nice for those of us who are creating next-gen desktop environments, but it's certainly not needed to get OpenGL functionality and a basic windowing system.
      *shrug* My weak arguments are weak.

      I'm not convinced that using nVidia is bad for X.org anyway.

      I'm not pushing the "nVidia is evil" POV. I'm pushing the "Relying on closed-source components is foolish" POV. Many folks don't agree with this. That's fine. I've never really convinced anyone of anything anyway. I'd be surprised if my weak-ass arguments did the trick in this instance. :)

    7. Re:I'll believe it when I see it! by neumayr · · Score: 1

      First off, what's currently broken about the bits that nVidia has reimplemented?

      I don't know, I don't have any insight into X.org, and the issues it has concerning graphics. I've read somewhere its asynchronous nature is to blame, and that makes sense to me. But it's not something nVidia's drivers fix.
      The post you quoted OTOH does mention there are issues that nVidia fixes with their approach.

      I'm not pushing the "nVidia is evil" POV. I'm pushing the "Relying on closed-source components is foolish" POV.

      Often it really is foolish, and one could be tempted to turn it into a principle. The FSF most likely shares your view.
      Sticking to that principle is fine.
      I'm just not that much of a black and white person, and somehow don't see a project the size of X.org threatened by its portion of nVidia users in the userbase, just as I don't see the Linux kernel as being threatened by all those binary only drivers people use.

      --
      Truth arises more readily from error than from confusion. -Francis Bacon
  9. Something's not right by Slumdog · · Score: 1

    Larrabee has a dedicated z-buffer module, there was no place for bringing it up in the article...Plus, much research has already been done in this are which the article didn't cover. Here's an example: Toward a Multicore Architecture for Real-time Ray-tracing -- this architecture benefits from secondary rays by equipping each tile with a shared L2 cache and exploiting locality
    Also, 20% increase isn't much....really. With software simulators of new architecture, something between 10-20% increase in speed is within the margin of error.

  10. No GPU caustics and refractions?? by Anonymous Coward · · Score: 0

    I wonder if anyone has told these guys.... Or these guys?

  11. Re:Big deal. by Anonymous Coward · · Score: 0

    Your own link refutes you. Fail.

  12. Re:Big deal. by CarpetShark · · Score: 4, Informative

    Juggler was very impressive for the time, but it was "only" real time high-color-depth animation playback (although even the compression method used was probably impressive back then). It was not real-time raytracing. Yes, Amigas were famously one of the first computers that made raytracing possible for home (or even pro movie/TV) users back then, but I remember that rendering a simple raytraced scene (a couple of primitives) in apps like Imagine 3D would have to run for a few hours, if not overnight. That might have been on an Amiga 1200, rather than my older 500, too.

  13. Re:Big deal. by RightSaidFred99 · · Score: 2, Informative

    Yeah. _Not_ in real time. I admit the article is confusing, but that Amiga anim was not done in real time.

    The rendered images were encoded in the Amiga's HAM display mode and then assembled into a single data file using a lossless delta compression scheme similar to the method that would later be adopted as the standard in the Amiga's ANIM file format.

  14. ray tracing - not just for chrome spheres anymore by Animaether · · Score: 1

    You mention that things have 'moved on' from ray tracing to GI - but keep in mind that most GI methods (and certainly QMC sampling) -are- largely based on ray tracing. When people say 'ray tracing', we're not just talking about chrome spheres or perfect glass..glasses. It's the fundamental concept of 'tracing a ray' in the scene - and that fundamental concept applies not just to direct surface (illumination) calculations and reflections/refractions, but also to fuzzy reflections/refractions, area-sampled shadows, area lighting, sky/dome lighting, global illumination, sub-surface scattering, photon mapping (the photon tracing stage, that is) and so forth and so on.

  15. 20 percent? try 20 times by Animaether · · Score: 3, Informative

    You must have misread the article... it reads "20x", not "20%".

    I.e. a 1900% increase. Or however one would put that. 20 times faster.. much easier. Still within the margin of error? :)

    ( also per the article, they're actually pondering 200x faster down the line. )

    1. Re:20 percent? try 20 times by Shadow+of+Eternity · · Score: 1

      So if a quadcore with current gpu hardware runs at something around 16fps or so that would put us at 35fps, right about the absolute minimum of playability.

      --
      A bullet may have your name on it but splash damage is addressed "To whom it may concern."
    2. Re:20 percent? try 20 times by Slumdog · · Score: 1

      You must have misread the article... it reads "20x", not "20%".

      Yep, you're right :)

    3. Re:20 percent? try 20 times by PitaBred · · Score: 1

      Umm... last time I checked, 19*16=304, not 35.

    4. Re:20 percent? try 20 times by Anonymous Coward · · Score: 0

      20x 16fps = 320fps, not 35.

      Honestly, I'm not even sure how you came up with the 35.

    5. Re:20 percent? try 20 times by im_thatoneguy · · Score: 1

      20x 16fps = 320fps, not 35.

      20x performance + 16fps - 1 frame == 35 fps?

      Maybe?

    6. Re:20 percent? try 20 times by Shadow+of+Eternity · · Score: 1

      I was really tired and read that last line as getting 20 FRAMES extra.

      --
      A bullet may have your name on it but splash damage is addressed "To whom it may concern."
  16. A post I made elsewhere on the subject by Sycraft-fu · · Score: 4, Insightful

    Like with anything, I call vaporware until they show real silicon. Not because I think they are lying, most companies don't. However there are plenty of overly ambitious companies out there. They think they have figured out some amazing way to leap ahead and get funding to start work... only to realize it's way harder than they believed.

    A great example was the Elbrus E2K chip. Dunno if you remember that, it was back in 2000. A Russian group said they were going to make the Next Big Thing(tm) in processors. It'd kick the crap out of Intel. Well obviously this didn't come to pass. The reason wasn't that they were scammers, in fact Elbrus is a line of supercomputers made in Russia. The problem was they didn't know what they were doing with regards to this chip.

    Their idea was more or less to put their Elbrus 3 supercomputer on to a chip... Ok fine but the things that you can do on that scale, don't always work on on the microscale. There are all sorts of new considerations. So while their thing was all nice in theory on a simulator, it was impossible to fab.

    Intel and AMD aren't amazing because of the chips they design, they are amazing because they can then actually fab those chips economically. You can design something that'll smoke a Core i7 in simulations. However you probably can't make it a real chip.

    This smells of the same sort of thing to me. Notice that they have press releases and some shiny demo pictures, but it was clearly done on a software simulator. Ok well shit, I can raytrace pretty pictures. That doesn't prove anything. Their card? Apparently not real yet, the picture of it is, well, just a raytrace.

    So who knows? Maybe they really do have some amazing shit in the pipeline. Doesn't matter though, they've gotta make it real before it matters. nVidia releases pretty pictures too. Difference is the pictures of the cards are of actual cards, and the pictures rendered are done on the actual hardware.

    I am just never impressed by sites heavy on the press releases and marketing, and light on the technical details, SDKs, engineering hardware pics, and so on.

    1. Re:A post I made elsewhere on the subject by Anonymous Coward · · Score: 0

      You need to read up on your news. They demonstrated real hardware last year (outperforming a similarly clocked Pentium), and are building machines for internal consumers (mil/gov).

    2. Re:A post I made elsewhere on the subject by Anonymous Coward · · Score: 0

      http://www.youtube.com/watch?v=B3qtq27J_rQ
      still not running but at least is silicon ware the question is does it actually do anything?

    3. Re:A post I made elsewhere on the subject by Anonymous Coward · · Score: 0

      video of real silicon from last year (in russian)
      http://www.cnews.ru/news/top/index.shtml?2008/07/07/307585

  17. Unanswered questions by j1m+5n0w · · Score: 3, Insightful
    The article sounds like a press release, and leaves a lot of questions unanswered.
    • What sort of performance should we expect?
    • What are the limits on scene complexity?
    • Can their product handle dynamic scenes?
    • Is the process of sorting a collection of triangles into an acceleration structure done in software, or in hardware?
    • Do they support photon mapping, metropolis light transport, radiosity, path tracing, or any other global illumination algorithm?
    • How does the performance compare with high-performance software renderers like Arauna (open source) or OpenRT (closed source)?
    • How does the image quality compare with high-quality renderers like pbrt (open source)?
    • What geometric primitives are supported?
    • What sort of textures are supported?
    • What algorithms do they use? MLRTA? Packet tracing?
    • Do they use a Kd-tree, a BIH tree, BVH, or something else entirely?

    I shall remain skeptical until more information is forthcoming.

    1. Re:Unanswered questions by Anonymous Coward · · Score: 3, Informative

      performance: 20x speed-up ("from what" is unanswered at this time) to 200x speed-up down the line
      limits: limited more by your machine than the card
      dynamic scenes: it's an accelerator - if the renderer can, then it still can with this card
      sorting (accelerations structure building, I think you mean?): wouldn't know but seeing as it's supposed to accelerate the ray tracing process, I would imagine it's either on the card or via their own algorithms in software
      photon mapping/MLT/etc.: it's an accelerator. If the method traces rays, then the card can accelerate it. This applies to most of the methods you mention.
      performance comparison: should be coming up later - but presumably much better than software-only methods and better than GPU-assisted methods
      image quality: it's an accelerator - image quality would depend mostly on the renderer that invokes the card, not the card itself.
      geometric primitives: I believe they had at least a sphere thing going on.. presumably, again, that means that other mathematically-defined surfaces could be calculated 'as is' as well. If not, cast them to a mesh - doesn't hurt that much.
      textures: n/a
      algorithms: their own
      acceleration structure: probably a closely guarded secret

      if you want actual answers, try...
      http://forums.cgsociety.org/showthread.php?f=59&t=739494
      and
      http://twitter.com/causticgraphics

    2. Re:Unanswered questions by Anonymous Coward · · Score: 1, Funny

      I hate to burst your academic bubble, but MLT has approximately zero use to any production-quality renderer.

    3. Re:Unanswered questions by im_thatoneguy · · Score: 2, Informative

      You're asking a couple of incorrect questions.

      This isn't a renderer. This is a render accellerator.

      The idea is that Brazil, Mental Ray, Vray and FR can use this to accellerate the existing renderers without any sacrifice of quality or features.

      Think of it like SSE3. It's a new instruction set you can use to accellerate your software. It's not a hardware renderer. It's a hardware ray tracer. The distinction is subtle but in important in this case.

      It should also be noted that Splutterfish (the makers of Brazil. One of the top 4 raytracers on the planet and argueably the fastest.) has been aquired by Caustic. http://splutterfish.com/

    4. Re:Unanswered questions by Anonymous Coward · · Score: 0

      lolwut?

      It's used all the time for visualization work, where accuracy is far more important than speed. It's useless for animation, I'll give you that.

    5. Re:Unanswered questions by Anonymous Coward · · Score: 0

      do you consider specialized renderers for visualization having "production quality" output?

  18. Re:ray tracing - not just for chrome spheres anymo by flewp · · Score: 2, Insightful

    I'm fully aware of that. Notice I didn't say we've moved on from ray tracing to GI. I said we've moved on from "SIMPLE" ray tracing - the operative word being "simple". Perhaps I should have been more clear and said "we've moved on from just basic raytracing to more advanced and accurate methods of ray tracing", but I figured my point was clear enough.

    --
    WWJD.... for a Klondike bar?
  19. one 'real silicon', coming up by Anonymous Coward · · Score: 3, Informative

    http://www.youtube.com/watch?v=B3qtq27J_rQ

    ( no, not a realdoll advert - it's a vid of their current test card being twirled around in a human's hands. then again, maybe they raytraced that )

    1. Re:one 'real silicon', coming up by NeoStrider_BZK · · Score: 1

      big deal 1) take a nvidia card (or any other you want - obscure brand prefered) ,scratch any logo on it and "patch" it with your own logo 2) upload to youtube 3) ???? 4) profit! Im with the parent post - I was about to post it when I saw it already written: no SDK , no deal.

    2. Re:one 'real silicon', coming up by im_thatoneguy · · Score: 1

      I personally know some of the guys involved (splutterfish). If they say that's the real card. That's the real card.

      The people behind this thing are relatively well known and respected names in the cg industry. They wouldn't be making these claims if it was a scam.

    3. Re:one 'real silicon', coming up by Anonymous Coward · · Score: 0

      what if you are one of the scammers trying to convince me ? =-P

      Im not saying its a scam on itself. Im saying the video might be fake to justify a "investors call" to make a legit card. I stand to my point: no SDK , no deal.

  20. Re:ray tracing - not just for chrome spheres anymo by Anonymous Coward · · Score: 0

    What is "GI" referring to here?

  21. my guess based on prior art by fred+fleenblat · · Score: 1

    Sounds like a plain old accuracy vs. time trade off. For a pixel in a given frame they choose some reflected/refracted rays to follow. They add noise or dither to their ray selection process so over time a pixel will converge to a nearly correct value. Moving items won't get an exact solution right away but they're moving so the viewer won't notice that the shadow isn't quite dark enough immediately or something in the mirror got a little jaggy for 3 frames.

    In most games, the viewer moves more than objects do, so they'll have some work to do to avoid smearing everything in an RPS or run-around-real-fast thingy.

  22. Re:ray tracing - not just for chrome spheres anymo by Animaether · · Score: 3, Informative

    "Global Illumination"

    It's a bit of a not-so-well-defined term, really, but within the context of current generation renderers, global illumination involves calculating not just direct lighting (i.e. a spot lighting a wall), but also diffuse indirect lighting (the light hitting the wall (dimly) illuminating the rest of the room) and even specular indirect lighting (such as caustics - like the light patterns you see in pools).

  23. Osborne by Anonymous Coward · · Score: 0

    The CausticOne is due to be released in April 2009, and Caustic claims that it will speed up the ray tracing process by an average of 20x. However, the company is making wilder claims about its second-generation Caustic product, due to be released early next year, which it says will offer âoe200x the speed over today's state-of-the-art graphics products.â

    I think someone needs to read about the Osborne.

  24. Is it an artificial distinction? by Toonol · · Score: 2, Informative

    At some point (not too far away), the average size of a polygon in a scene will drop to one pixel or smaller. It seems like the different rendering techniques will merge together... a bit like the strong, weak, and electromagnetic forces merged.

    1. Re:Is it an artificial distinction? by Anonymous Coward · · Score: 0

      Also, the way to think about rendering is not as a polygon-drawing problem. Rendering is first and foremost an illumination problem.

      All else fails.

    2. Re:Is it an artificial distinction? by Anonymous Coward · · Score: 0

      It;s called point splatting...

    3. Re:Is it an artificial distinction? by mdwh2 · · Score: 1

      I don't see how - surely, ray tracing involves shooting out rays for each pixel to see what objects they hit, and then tracing out additional rays in turn from that point. Current methods involve drawing the objects directly and seeing which pixels they fill. I don't see how doing the latter with polygons smaller than one pixel makes it like ray-tracing, anymore so than any other per-pixel level method such as texture mapping.

      A better example for merging of algorithms would be displacement mapping, which can be done in pixel shaders by shooting out rays, to see where they hit the surface (although even there, it's really just simple raycasting, not full blown raytracing, as only a single ray is cast and it stops as it soon as it his the surface).

      I'm also not sure if we'll really see polygons smaller than one pixel in games - that seems rather inefficient and wasteful (both in that additional time and memory is needed for these extra polygons, and you'll end up writing each pixel more times than necessary)! And pixel shaders mean that per pixel methods can now be applied without having to make the polygons smaller - so smaller polygons aren't necessarily needed unless the geometry requires it.

    4. Re:Is it an artificial distinction? by Anonymous Coward · · Score: 0

      If you're familiar with the karmic wheel of graphics, the micropolygon argument has been made for a very long time now, in almost every generation of hardware. The fact is if you do something half-way smart (like screen-space subdivision surfaces) you end up with most of your fill in large polys. With all the cool shading tricks that standard rasterizers can do, there just isn't a large leap in quality to justify tricky specialized solutions like ray-tracing in the general case IMO. Graphics pipes are the way they are because of fierce evolutionary pressure, not because engineers have been lazy about searching the solution space.

    5. Re:Is it an artificial distinction? by mdmkolbe · · Score: 1

      The basic difference in pseudo code:

      • Rasterizer:
        for (i in polygons):
            for (j in raster positions):
                if (ray from j hits i):
                    draw pixel at j
      • Ray-tracer:
        for (j in raster positions):
            for (i in polygons):
                if (ray from j hits i):
                    draw pixel at j

      Of course this is a huge simplification. Both rasterizers and ray-tracers optimize their inner loops, the former using math so only pixels that are actually hit will be visited and the later using data structures that quickly find objects that are hit by a ray. However, my understanding is that neither does much optimization of the outer loop and thus you get differing performance characteristics between the two when you increase screen resolution versus increasing number of polygons.

      (Yes, I am ignoring ray-traces with multiple bounces. I would be interested to see if the correspondence still remains at that level.)

  25. No video, no pictures. It smells like hoax. by master_p · · Score: 3, Insightful

    For something as ambitious as they have, it's very strange that their web site has no demos, absolutely nothing, of their products. No pictures, no videos, nothing.

    1. Re:No video, no pictures. It smells like hoax. by citizenr · · Score: 2, Funny

      they are the next BitBoys
      http://en.wikipedia.org/wiki/BitBoys_Oy
      zero product, some IP, waiting to get wads of money and run away with it

      --
      Who logs in to gdm? Not I, said the duck.
  26. So DNF is released soon? by master_p · · Score: 1

    Finally, 3DRealms can release DNF...it will only work with Caustic graphics cards, but it will have the absolutely bestest graphics this side of a Phantom console.

    1. Re:So DNF is released soon? by MindlessAutomata · · Score: 1

      Running HURD, of course.

    2. Re:So DNF is released soon? by Goffee71 · · Score: 1

      Ray-traced strippers? Kinky!

      --
      If he's the Walrus then can I be a penguin please?
  27. Re:So so I: 26 pages. by Mozk · · Score: 2, Informative
    1. This is not on Tom's Hardware.
    2. There is only one page and only one picture.

    Nice try, though.

    --
    No existe.
  28. Patent by Prune · · Score: 1

    They say it's patent pending, but I can't find the patent application on the USPTO site. Anyone have better luck? I'm just curious how the hell they deal with the incoherency of secondary rays.

    --
    "Politicians and diapers must be changed often, and for the same reason."
    1. Re:Patent by electrostatic · · Score: 1

      from the uspto.gov FAQ
      "Most patent applications filed on or after November 29, 2000, will be published 18 months after the filing date of the application.... Otherwise, all patent applications are maintained in the strictest confidence until the patent is issued or the application is published."
      This means the application is not available to anyone during that period (unless the application is issued earlier and thus becomes public).

  29. Names that require explanation aren't good choices by Futurepower(R) · · Score: 3, Insightful

    Thanks for the explanation. However, names that require explanation are not good choices for the names of companies.

    I remember when I first saw a very poorly drawn, shaky image of an animal and read that it was a Gnu, and read how clever the name was considered to be since it was, they said, "recursive": GNU is Not Unix.

    It didn't bother the enthusiasts that most people in the world can't pronounce the name and have never seen a Gnu.

    They found someone with artistic ability to make a better image of a GNU, but I've seen no evidence that anyone with technical knowledge realizes the depth of the self-defeat in choosing an obscure reference to an obscure animal.

    To most people the word "caustic" means only "capable of burning, corroding, or dissolving".

  30. nVidia sits around killing kittens? by Anonymous Coward · · Score: 0

    Quote: "Unless they're like nVidia and sit around killing kittens all day..."

    Just wondering: I am certainly aware of what I consider to be nVidia's lack of complete honesty. I would like to know why you aren't feeling positive toward nVidia.

    1. Re:nVidia sits around killing kittens? by x2A · · Score: 2, Funny

      He obviously likes kittens.

      --
      The revolution will not be televised... but it will have a page on Wikipedia
  31. Re:Big deal. by AlienRancher · · Score: 1

    About 1.5 hours per frame for relatively simple floating torus plus glass ball + checkerboard + infinite plane + lights and such on a stock Amiga 500. But compare what a regular PC of the time could do.

  32. MLT by j1m+5n0w · · Score: 1

    I only mentioned it for the sake of completeness. I've never tried implementing it myself for my own projects, and don't plan to. However, I understand that it converges faster than photon mapping for some scenes lit by light sources that are mostly occluded, like light from underneath the crack of a door. In the photon mapping scenario, few of the photons would contribute to the final image.

    Movie studios and the like may not care about this, as they can just manually position their lights so this isn't an issue. If MLT isn't used much in industry, though, that may be in large part because, unlike photon mapping, MLT is patented.

    1. Re:MLT by Anonymous Coward · · Score: 0

      Nah... not quite.

      a) MLT is NOT patented.

      b) The main reason it is not being used is probably because it just is not a very good image synthesis algorithm. Except for a few rare scene configurations, like the ones Veach & Guibas showed off in their SIGGRAPH paper. For all "normal" scenes, it is highly inefficient.

    2. Re:MLT by j1m+5n0w · · Score: 1

      a) MLT is NOT patented.

      I thought that it was, but I can't find find any reference to back that up, so maybe you're right.

    3. Re:MLT by Anonymous Coward · · Score: 0

      Yeah, the crack in a door thing is wicked nice about MLT. Good luck getting photon mapping to converge for that type of scene! However, MLT is still slow, and that "crack in a door" setup can be easily replicated with some light positioning (as you guessed). FWIW, the type of importance sampling afforded by MLT could definitely have utility in other rendering scenarios...

      Even straight up photon mapping isn't terribly usable in the movie industry because it is too slow to get nice results (especially if you want to capture second order events). There are modified versions that are usable, though.

  33. Re:So so I: 26 pages. by ORBAT · · Score: 1

    I have no idea what you're smoking to make you think this was on Tom's Hardware and 26 pages long. Seems that the people who moderated you are stealing from your stash, though. Might want to keep a closer eye on your drugs.

  34. I try and point this out every time by moogord · · Score: 1

    I would just like to point out, Ray tracing is not some holy grail of perfection, far from it. Indeed buck for buck, rasterisation provides the same or higher image quality for a much lower cost.

    Now obviously there are instances where raytracing helps, reflections and refractions can be generated on a per-pixel bases rather than rendering the reflection/refraction as a separate image and stretching/squishing said images in order to produce a similar effect. But saying this, if you render these separate images at a high enough quality you will get the same detail as a raytraced image, and still at a much lower cost than raytracing.
    Ray tracing also does not help with shadows; For example, soft shadows. To raytrace a soft shadow you have to send out at least 16 rays per shadow calculation, for each light and even then your gonna suffer from nasty artefacts. Compared to the raster solution which involves rendering the zbuffer of any given light source and merely doing some blurring. same quality, much reduced cost.

    I just wish that instead of investing so much time and effort into raytracing solutions people would instead apply the hardware that's generating these raytracing engines to a raster solution, if you took a conservative estimate of raster being 10x than raytracing for any given operation, then we are talking a huge leap forward in quality, a much larger leap than ray-traced reflections/refractions would give us.

    1. Re:I try and point this out every time by Rockoon · · Score: 2, Interesting

      To raytrace a soft shadow you have to send out at least 16 rays per shadow calculation, for each light and even then your gonna suffer from nasty artefacts. Compared to the raster solution which involves rendering the zbuffer of any given light source and merely doing some blurring. same quality, much reduced cost.

      It seems to me that the algorithmic complexity grows just as fast for both rendering techniques in the case of many lightsources. Both are accomplished in steps linear to the number of lights.

      Its all well and good that rasterization is "fast" for what we use it for today. But, its growth is linear to the number of primitives while there are other methods that are sublinear. For a large enough number of primitives the sublinear algorithm must be superior in performance.

      --
      "His name was James Damore."
    2. Re:I try and point this out every time by Dubbie99 · · Score: 1

      The raster version of your shadow example is going to look horrible in comparison to the raytraced version. Close to the shadow casting object, the shadow should be sharper than far away. With raster you get an ugly uniformly blurred shadow no matter what the distance is.

    3. Re:I try and point this out every time by Anonymous Coward · · Score: 0

      Precisely. Dynamic soft shadows in today's games look weird and unrealistic. If raytracing can fix that, then I'm all in favour of people trying.

    4. Re:I try and point this out every time by grumbel · · Score: 1

      But, its growth is linear to the number of primitives

      Is that much of a problem when the hardware gets faster at exponential rates?

      The whole problem I have with all this raytracing buzz is that so far, it hasn't produced even a single game or realistic tech demo (no, Quake4 with shiny spheres added doesn't cut it).

      Todays games haven't been plain rasterizers for a long time, thanks to shaders and all the post processing they allow, yet when raytracing and rasterization is compared always the most basic form of the algorithms is compared and not what is used in the real world. If raytracing wants to look better then todays games it has to offer a lot more then just what plain raytracing does, since while hard shadows and reflections might be nifty, they are ultimativly rather useless, since they either can be faked easily or are already out of date (Crysis has realtime ambient occlusion, soft shadows, etc.). Now raytracing can certainly do more then that, but when you throw all the other stuff in the simple 'raytracing can do more polygons then rasterization' just isn't really a proper measurement anymore.

    5. Re:I try and point this out every time by moogord · · Score: 1

      Actually there are shader techniques to allow for just this using raster techniques, such techniques are used in modern games. Take a look at the nvidia GPUGems books for examples (i forget which one, at a guess the second).

    6. Re:I try and point this out every time by Rockoon · · Score: 1

      Yes it is a problem.

      All other things being equal, doubling the computing power of a raster card will net you double the number of primitives.
      All other things being equal, doubling the computing power of a raytracer card will net you the square of the number of primitives.

      As soon as these two technologies are on par with each other, rasterization dies on the following hardware generation.

      If a raytracer can handle 1 million objects in realtime, then it only takes a 5% computational performance improvement to then handle 2 million objects at the same realtime rate.

      The exponential growth of hardware power only helps raytracing dominate, and the root of it all is that raytracing is "For Each Pixel ..." while rasterization is "For Each Primitive ..."

      Raytracing, and other similar alternatives, have very large per-pixel costs. It is only the disparity between the low per-primitive cost of rasterization and the high per-pixel cost of raytracing that has allowed rasterization to survive this long. Yes, it currently still is better for realtime, but no.. that absolutely cannot remain true as long as demand for primitive counts keep rising.

      --
      "His name was James Damore."
  35. Re:Names that require explanation aren't good choi by Anonymous Coward · · Score: 0

    Sorry -- next time we'll dumb it down for you.

  36. Re:Names that require explanation aren't good choi by beguyld · · Score: 1

    For a foundation that might ever want to reach the general (computer using) public, taking feedback about their image losing anyone but a certified geek might be valuable...

  37. Redundant? by Repossessed · · Score: 1

    Doesn't OpenGL 3 support real time raytracing already if you feed it enough hardware? Or did that not materialize in the final spec?

    --
    Liberte, Egalite, Fraternite (TM)
    1. Re:Redundant? by kimvette · · Score: 2, Funny

      Didn't OpenGL always support real-time raytracing if you throw it enough hardware? Unfortunately "enough hardware" to render complex scenes in real time has not existed yet.

      Can you magine what kind of 3D modeling rig god has? Somehow I don't think it's based on an ATI or nVidia chipset. ;)

      --
      The Christian Right is Neither (Christian nor right). See: Matthew 23, Matthew 25, Ezekiel 16:48-50
  38. Join the... by Dahamma · · Score: 1

    ...massive list of failed graphics companies trying to do something novel in the last 10 years...

    Seriously, can anyone name a single company that has made inroads into the nVidia/ATI duopoly? I can probably name a half dozen who have tried...

  39. Re:Big deal. by CarpetShark · · Score: 1

    But compare what a regular PC of the time could do.

    Yeah, I hear some people still collect pocket watches ;)

  40. Re:Names that require explanation aren't good choi by im_thatoneguy · · Score: 1

    To most people the word "caustic" means only "capable of burning, corroding, or dissolving".

    And most people aren't their target audience.

    They're selling to people who do know what caustics are. And in their minds caustics means "Too slow to use in an animation."

  41. Re:GI is already an inaccurate trick by Anonymous Coward · · Score: 0, Insightful

    There's plenty of 'realistic' renderers out there. If you mean 'doing it exactly as mother nature does', then no.. But if you look at something like the Maxwell Renderer, where you specify surface properties according to actual physical characteristics, etc. and the renderer itself calculates only by brute force (to tricks to speed things up - which invariably cause accuracy errors), then you get pretty darn close to a 'realistic' renderer.

  42. Non-technical managers often make final decisions. by Futurepower(R) · · Score: 1

    Those who make the final decisions to buy a lot of very expensive video cards are unlikely to know that unusual meaning of "caustic".

  43. Never trust a company that ... by amn108 · · Score: 1

    Never trust a company that puts its name into just about each of its products. That is just lame, and there is no reason the product should not turn out to be just as lame. With attitude like that, there seems to be a lot of immature pride in that startup. They have probably hit gold in some calculations/algorithm and rushed to announce it will change the world. The truth is probably much more modest - they do have some technology or IP to offer, but it will require a lot of effort and hard work to make a difference, and in light of that this is just another company that believes in miracles. Google did that, but the PageRank thing had a lot to offer when it was introduced. I don't think it is the same kind of case.

    And yes, I am serious.

  44. Re:Big deal. by Bert64 · · Score: 1

    Yes, the A1200 and A500 systems didn't come with floating point hardware by default, so they were pretty slow at rendering with things like Imagine and Lightwave..
    The A3000 and some A4000s came with FPU hardware, these higher end Amigas were basically targeted at people wanting to do 3d rendering on them, the Amiga had quite a niche in this market for a while.
    The speed difference between an A1200 with 14mhz 68020 and an A4000 with 50mhz 68060 is pretty massive.

    --
    http://spamdecoy.net - free throwaway anonymous email - avoid spam!
  45. Re:Names that require explanation aren't good choi by Bert64 · · Score: 1

    But a graphics company choosing a graphics related name, their target market will understand what it means even if noone else does.

    --
    http://spamdecoy.net - free throwaway anonymous email - avoid spam!
  46. Re:Names that require explanation aren't good choi by Anonymous Coward · · Score: 0

    To most people the word "caustic" means only "capable of burning, corroding, or dissolving".

    So what? To most people the word "Microsoft" means only "a tiny bit of softness".

  47. Re:Names that require explanation aren't good choi by mdwh2 · · Score: 1

    Their market audience is 3D artists who you would hope know what the word means - not ignorant geeks on Slashdot.

  48. Not fair by markov_chain · · Score: 1

    I promised this 10 years ago, and where is my press? Pfft.

    --
    Tsunami -- You can't bring a good wave down!
  49. Re:Big deal. by owlstead · · Score: 2, Insightful

    Even my MSX computer did real time raytracing like a champ, providing that all the pixels were produced from a 2D non-reflective surface using a 90 degree angle. Of course you had a limited color space, but otherwise everything run just smoothly.

    Kidding aside, I suppose it's how far you want to take it. Amiga or MSX are not interesting anymore for about 90% of the things they did. The one exception is probably playing retro games.

  50. Re:Names that require explanation aren't good choi by mysticgoat · · Score: 1

    It seems like GNU was not self-defeating, and that the gnu is no longer an obscure animal. Other than that...

    Say, what was your point again?

    BTW, the meaning of "caustic" to most people doesn't have much importance since most people won't be the direct customers of Caustic Graphics. The name does have a lot of meaning to the company's potential market: caustics are generally the most expensive and often critical part of photorealistic rendering. A company that chooses that word as part of its name has got to be pretty ballsy.

  51. Re:Names that require explanation aren't good choi by beguyld · · Score: 1

    RTFGP. I was responding to a post about GNU and the FSF, whose audience should be the general public; but very often miss the mark in their communications.

  52. Science by press conference by rennerik · · Score: 1

    I like how there are no demos, screenshots, pictures, etc. Just words.

    Haven't we seen this before? Like, we totally discovered cold fusion in 1989. It was announced as true, so it must be!

    So this year we'll have fully-raytraced high-def images at 30-60fps. Obviously it'll happen. They told me so.

  53. DNF by Anonymous Coward · · Score: 0

    I believe this is what Duke Nukem was waiting for

  54. What once was old is new again by deblau · · Score: 1
    --
    This post expresses my opinion, not that of my employer. And yes, IAAL.
  55. Re:Names that require explanation aren't good choi by Anonymous Coward · · Score: 0

    That's good advice. We'll have to explain this to Nvidia, ATI, Intel, Kraft, Toyota, Kodak, Dell, Sony, Nintendo, Sega, Addidas, Sears, etc.

    Branding is about repeating the same word over and over until it is indellibly burned into the brain of the consumer. Sometimes this is better if the consumer doesn't already have pre-concieved impressions of that word in the realm that you're attempting to use it.