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" ... So, does a great product always mean great sales? It helps, but it’s not assured. AMD intelligently started with channel consumer desktop to show off the first in a long lineup of Zen 2-based processors. The channel consumer is a combination of DIY consumers and smaller whitebox makers who build a smaller number of systems. This audience is very brand unloyal and buys what they think provides the best bang for the buck. Unless Intel changes the equation, I believe that if AMD can supply enough product, its partners can ship enough ecosystem motherboards, and AMD properly incents the channel, AMD will do quite well in consumer channel desktop. I would expect Intel to rapidly increase its channel marketing spend and may pull a few rabbits out of its hat product-wise. What I don’t expect is a non-promotional Intel price reduction as this would impact not only channel consumer desktop but also Tier 1 and commercial desktop pricing. Intel’s better off losing some share than taking a price cut, and again, I expect Intel to invest big into channel promotions. ... "