Because most Intel CPU sticker'd rig's will now come accompanied with an AMD sticker.
What will make things worst is OEM's are climbing all over themselves to get ATI GPU's, and will be for the next 12-18 months while Intel and Nvidia sort themselves out.
*eyes bleeding*

. I just don't see the ati brand being that big outside of the enthusiast crowd who know a lot more detail then your average buyer ever will and some of us may lament the passing of a name such as ati but in the real world it won't even skip a beat happily embracing another name just as it has done many times over with far more recognisible daily names then ati.