Ati is dead...

[muddi900]

...Long live AMD. (http://wccftech.com/2010/08/30/amd-retires-ati-branding/)

[iHap]

The name change makes sense, I have no problem with it. Nothing will change other than having to call all new video cards AMD.

[Sandman]

While I guess most of the market that buys these cards will do research on what they're buying, I still think it's stupid to drop a brand name such as ATI that is recognized as producing quality cards.

[biosc1]

Well, it's smart if they can link that idea of quality more closely to their processor line. It makes it a lot easier to push a complete AMD system, I suppose.

[AntonThaGreat]

As long as they keep pumping out cards like the 5850, I'll be a very satisfied returning customer.

[Hawkzombie]

Yeah, from a business standpoint this could go either way. They could push a full AMD system (All the stuff is 'guaranteed' to work better with one another) or associate AMD quality with video cards now. OR, on the flip side it could kill the existing brand recognition, and people who were staunch Intel guys and like ATI might say 'well, I don't want AMD in my system, so screw that' or people might become confused and think the video cards don't work best in an intel system, etc.

[nabokovfan87]

Yeah, from a business standpoint this could go either way. They could push a full AMD system (All the stuff is 'guaranteed' to work better with one another) or associate AMD quality with video cards now. OR, on the flip side it could kill the existing brand recognition, and people who were staunch Intel guys and like ATI might say 'well, I don't want AMD in my system, so screw that' or people might become confused and think the video cards don't work best in an intel system, etc.

The latter is exactly why they should have kept it, but with things like AMD/ATI Vision and their gaming badges, it has kind of helped things, or muddled them in some cases.

This branding, quite frankly, is just confusing the shit out of people who don't keep up with it, despite the the fact that it is made to have the opposite effect.

That being said "ATI" leaves a lot of bad taste in a lot of people's mouths because of the "driver issues" way back when. This is likely a reaction to all of that.

[RandoM51]

I don't think the ATI name has any draw with people who aren't also aware of the AMD/ATI merger. People that new to the game probably have as much recognition for Radeon as they do for ATI and that part isn't changing.

...and yeah, my experience with ATI is that their drivers are always behind the competition, particularly when it comes to OpenGL.

[Mike Kelehan]

While I guess most of the market that buys these cards will do research on what they're buying, I still think it's stupid to drop a brand name such as ATI that is recognized as producing quality cards.

The thing is, they're dropping ATI, but they're keeping Radeon, so I think they're good.

[Serapth]

Yeah, Radeon is the brand, ATI is corporation.

That said, I would say ATI is the better regarded brand than AMD and they should perhaps of gone the other direction on the rebranding.

Look to see much more "Single Chip" solutions coming soon...

[Panthera]

Yeah, Radeon is the brand, ATI is corporation.

That said, I would say ATI is the better regarded brand than AMD and they should perhaps of gone the other direction on the rebranding.

Look to see much more "Single Chip" solutions coming soon...

I'd argue the opposite. AMD is long known for providing the best chips for their price, and gamers sometimes go a bit overboard slagging ATI for their drivers. I personally use both.