What the hell are they thinking. This has to rank as one of the more rediculous naming decisions in the history of CPU's. Does anyone else get the sense that AMD has hired 1000 monkey and 1000 typewriters? Seriously, Sempron?? The whole point of a "non-word" product name is to evoke some sort of positive association, like Athon "athletic" or Duron "durable" - but what the hell kind of prefix is semp?? As in "semi" like "semi-permanent?" I think of Pete Samprass, septic tanks, cement, semi-p0rn, seminal (vessicle), seminary...these guys just totally f*cked up. If they were so jazzed by the "briliant" idea of using semper "always" then why didn't they call the chip the "Semperon" instead. I hope they get a lot of bad feedback about this ASAP and make a wise decision to change the name to something more acceptable, like....uh....Athlon!! I mean, that's what this chip is anyway, right? Even better, keep the 64-bit instructions and call it a Duron64. Duron is a great name. Of course, a 64-bit Duron would probably run so well comapred to the new A64 it would eat into high-end sales substanitally. Regardless, both Athlon and Dureon have extablished brand names, good reputations, and don't sound like something that gives you toxic shock if you keep it in too long. Christ!