Initially, it was Kranich promising shareholders and investors that Intel would maintain at least a 60% margin on all products. Not a bad strategy, keeps money moving in, and the market will take a long time to respond to AMD, as we're seeing in these moves. It kept shareholders happy. Now what you must consider is that Intel is, by all means, a monopoly. They have control over 87% of the marketplace. If they were to, across the board, reduce prices in order to compete with AMD's pricing scheme, could Intel afford it? Absolutely. But doing so would likely draw them into court battles. When the marketplace is competitive, pricing is expected to be, but if you were to undercut a potential competitor before they gain significant marketshare, then that's just bullish, and in some countries illegal.