Main purpose is to serve a market that by this point is tiny compared with the 40million or so discrete GPU's sold each year?
Its also a bit worrying that AMD are saying this is a product to serve thay market for the next 3-4 years. I would have hoped for advances in the next 2 years, not the next 4.
Or that, you know, unlike some Nvidia GPUs, wont fall off the performance cliff after one year. Hawaii will be 3 years old soon and its still a VERY competitive GPU.