Without competition CPU's probably wouldn't have broken the 1Ghz barrier by now. Competition is good for the consumer which is why the EU etc try to protect it. If there was only Microsoft, Intel and Nvidia, or even worse MicroInVidia, we would truly be stuck with our trousers around our ankles, and very sore ringers.
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its a very uneven playing field AMD are competing on.

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either way it'll be good for the future IMO