have you ever really noticed how sometimes a new product
isn't really all that new this kind of thing has happened before and the funny
thing is it's not like people don't notice just look at AMD with their
pitcairn family of gpus back in 2012 through 2015. that was three whole
generations of basically the same card under different names and it's not just
AMD that pulls this rebranding and re-badging bs
all the big players do it NVIDIA Intel
you name it so why does it keep happening and why is AMD releasing a GPU
for the third time again i think we have
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okay so it's not like every product you buy is a straight re-release
sometimes we get a high-end product in one generation
rebadged as a mid-tier one in the next like the GeForce gtx 680 being rebranded
as the gtx 770 with a mild clock speed
bump and we also usually see a token price reduction to go along with that
honestly no problem with that it's a good way to get rid of old stock and
it's good value for the consumer win-win on the other hand when a product gets
positioned the same way that it was during the previous generation
a lot of negative press almost always comes along with it one need only look
at last week's core i9 9980xe
which Intel billed as two generations
higher than the 7980xe that it replaced even though all
they did was tune their existing chip so then if that's the case
why does anybody do this i mean it's not
free to launch a product it's actually more expensive than you'd probably think
you have to pay for advertising with partner websites you've got to seed
units to oems for validation you've got to jump through all the regulatory hoops
involved in getting fcc certification and the like you've got to get your new
upc and ean codes and if you've pushed clock speeds higher you might even need
to design and manufacture a new cooler furthermore if you set aside i don't
know let's be conservative and say 50 cards to go out to just the popular
reviewers at a cost of two hundred dollars a pop that works out to ten
thousand dollars all on its own but believe it or not that last point is
actually where the advantages of rebranding shine through
now very few media outlets re-review the
same product that they already reviewed so new software driver features and
performance improvements can end up buried under the wave of initial launch
reviews so by making that product new
again well you create an incentive to cover it
again i mean we're not the only ones who are eager to cover new releases because
our followers want to know about them this drives traffic for the media
outlets channel or site and for that new
product so a hot product release can easily generate millions of views which
if we compare to advertising with a more
traditional campaign lasting for a review cycle yields a savings of several
times the cost so you could have millions of engaged eyeballs that are
hyper interested in the product at half the cost of just a million
it's an ad eyeballs seems like a no-brainer
of course developing a derivative product of something that you already
know works is appealing to the bean counters and the investors as well
because it involves less risk well the r d budget is uh approximately three
billion and this is the first one so if anyone would like to
buy this it's three billion dollars i'm pretty sure that that's no lie there's a
lot of r d tooling and financial dice
rolling that makes any brand new product a really risky and therefore potentially
costly endeavor i mean just ask Intel how their 10 nanometer processors are
coming along you might not even get a product out of it now as consumers we've
kind of just taken for granted that new processes just keep happening because
even without moore's law apple and qualcomm have continued to improve
generationally and then more to the point tweaking an existing design can result
in not only better clock speeds but also better yields which further lowers cost
as long as the performance is still good enough so that's another reason that it
might be ideal to release something even when it wouldn't be financially viable
to r d and all new chip or if whatever's in the pipeline is way behind schedule
so the rx 590 seems to fit that description
since this is our third time seeing this
GPU and the clocks are a little bit higher than before so this kind of
generational tweaking actually worked out great with AMD's second generation
ryzen cpus but while ryzen's refresh had AMD coming
into it from a position of relative strength polaris refresh again
appears to be simply AMD's hand being forced because they
know that NVIDIA's incoming mid-range GPU demands some kind of answer on the
subject of NVIDIA more reasons for this whole behavior NVIDIA has a method of
dominating news cycles in a way that AMD
mercifully generally doesn't so do you remember how it took a while after the
launch of their rtx cards for anyone to have envy link sli numbers
i've actually had experience with NVIDIA going out of their way to make it
difficult for reviewers to get multiple cards in time for launch sli coverage
that way they get a news cycle for the announcement a new cycle for the unveil
a news cycle for the pre-order a new cycle for their ridiculous unboxing
embargo another for the performance review another for sli and then finally
another one when rtx games actually finally show up
so here's the thing why are we so mad about this
well there's the element of time wasting i mean we all i mean the press in
general reviewed the 7980xe
and then we did it again when they called it something new this makes our
lives more boring we'd rather cover stuff that's actually new but
the more offensive thing about this practice of not naming products properly
is that it confuses the customer and it gets worse we haven't even really
touched on the practice of introducing cut down products that reuse an existing
product's name both NVIDIA and AMD have engaged in this utterly deplorable
practice in the last couple of product generations with the gtx 1063 gig which
does not have the same grade of GPU as the 6 gig variant but just with half the
RAM and AMD's more recent rx 580 2048 sp
which isn't an rx 580 it's more like a
clock boosted rx 570 so you might think
well just don't sweat it Linus recycle your old numbers and call it a day but the
issue is that we can't do that because a it would be wrong and b it's not always
that simple so on our reviewer's guide for the rx 590 for example it's said in
big bold letters AMD moved to 12 nanometer finfet which sounds lower than
14 nanometer efficiency improvements maybe no
so just like Intel refusing to provide a proper spec sheet that clarifies that
their top tier chip throttles below its base clock in avx 512 workloads in fact
to the same level as the predecessor
AMD has put it on reviewers to dig up that the 12 nanometer they're boasting
about is just global foundry's variation of samsung's 14 nanometer there's no
transistor shrink so it's just the same die area for the same compute course but
with higher clock stability and that would be fine if they weren't trying to
pass it off as a new graphics card its suggested retail price of 280 bucks is
pretty far out there when eight gig rx 580s can be seen for 60 to 80 less many
because they're oc models with core clocks within 150 megahertz or so so i
guess here's what we're saying some advice free of charge
if you got nothing and all you want is some fresh coverage of your product
be honest call it an rx 580 plus or rx 480 plus
plus since we're on the subject and spend that launch budget on something
else like i get the appeal of using a relaunch to reset your msrp that was
eroded by gradually lower sales and promotions but i would make the argument
that the only people that you're fooling with this new product at a higher price
are really being taken advantage of now one thing AMD is doing right here is
expanding the value proposition with a game bundle for buying an rx 590
but i'm not sure if resident evil 2 hd the division 2 and devil may cry 5 is
exactly a blockbuster lineup
so this is the bottom line after the core i9 9980xe fiasco
we just want to ask that manufacturers
be more transparent about how they position and especially how they price
these derivative products not only can proper positioning lead to better sales
and sentiment it also leads to a happier pc gaming community
oh and by the way if anyone wanted to know uh how the rx 590 performs it's
fine uh it's a bit faster than the rx 580 which is about what you'd expect
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