So now it's officially the AMD vs. Nvidia rivalry when it comes to video cards.

AMD Dropping the ATI Brand Name

Since chip manufacturer AMD purchased graphics card company ATI in the summer of 2006 there have been erratic experiments in rebranding, but now AMD has fully committed to this, and are dropping the ATI moniker entirely. Going forward will sell their graphics cards under the AMD brand as AMD RADEON and AMD FirePro, as outlined on The Tech Report, while they say AMD will also offer products labeled simply RADEON and FirePro for lack of confusion in Intel systems. Other branding changes include ATI EyeFinity becoming AMD EyeFinity, and the dropping of the Fusion label altogether, and Fusion products will now be part of the Vision brand. They indicate that this rebranding paves the way for the release of AMD's upcoming line of integrated CPUs and GPUs. Current products are not being renamed, and the first AMD-branded GPUs will arrive later this year. They have some slides from AMD reflecting the market research leading up to this decision, though viewing such materials has been known to make one's soul dissolve.

I guess this means the boxes the cards come in will be green and black instead of the ATI red and black. That is not good though because Nvidia is green and black too, just not the same shade of green.

Looks like the red is still in judging by the logos displayed in this article.

http://www.theregister.co.uk/2010/08/30/amd_to_dump_ati_brand/

That's good.

So I am using an AMD product on my Intel machine?

This is like supporting bestiality!

Me too but my laptop is all AMD so I use that when I want to be a purist.

If they cared about sales they would retire the AMD brand name, not ATI.

I ain't buying no AMD Radeon!

When I read the headline 'No more "ATI"' I expected a rant about ATI videocards.

At first I was surprised, but this is just a change of names, nothing more.

And Razorback, in case you purchased an ATI card in recent years, you still purchased AMD anyway.

This is sort of my thoughts as well. ATI has something like more than a decade of loyalty. The name means something. This seems like something of a pissing contest. I saw RB's comment and I know he's not the only one that feels that way. Some people just don't support the name AMD despite the fact that they have been involved now for a while. Some people may have trouble "just doing it".