Within minutes of the first, pre-release, 7000 series userbenchmark results, AMD’s marketers broadcast a 20% win over the 12900K via thousands of anonymous twitter, reddit, forum and youtube accounts. Buying new AMD products is like buying used cars: it takes time, experience and a taste for sales hype. It’s difficult for consumers to make rational choices while AMD completely dominates “sponsored news” and social media channels. Ten years ago, when AMD was the underdog, this type of marketing was understandable. Today, with a capitalization of $150 Billion USD, it’s disrespectful to AMD's own users. Even with Intel's marketing department asleep at the wheel, Ryzen will quickly end up in the same state as Radeon. Following a series of overhyped releases, consumers have little interest in the Radeon brand. The combined market share for all of AMD’s (discrete) Radeon RX 5000 and 6000 GPUs (Steam stats) is just 2%. Although the new 7000 series Zen4 CPUs are actually around 15% faster than their predecessors, they have hefty cooling requirements (TDP +60% vs 5000 series), 30 second BIOS post times, expensive DDR5 RAM requirements and only work with expensive motherboards. Despite the 7000 series struggling to match Intel’s outgoing 12th gen, AMD market it as a “future proof” platform! They want users to pay a premium for last gen performance in exchange for the shallow promise of upgrades in the future. Over the next few days, Intel’s 13th gen (Raptor Lake) will launch. Shoppers will do well to wait until then. Despite AMD’s Neanderthal marketing techniques, it’s hard not to admire their technical progress. AMD-Raptor4 and Intel-Zen13 would be better fitting product names. ^{[Sep '22 CPUPro]}

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