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WilliamWatts said:
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The 5xxx prices aren't good in the short term but the profit reaped by ATI ought to be good for the longer term as it will allow them to hire more people and invest so that their 6xxx, 7xxx and 8xxx products are equally as good at least relative to Nvidia.

AMD certainly needs the cash (at the moment) given their CPU side. Bulldozer is a huge risk.