You're not reading very carefully, and havn't been following AMD very closely. Hector decided it's "not about core anymore", "Moore's law is dead", "competing with multicore is a mistake", etc. He harped on this long and hard and the other AMD heads were parroting his talking points, along with plenty of powerpoint presentations, at developer & investor meetings, interviews, etc. He directed AMD on this path of not devoloping cpus anymore. Slight problem, he was wrong(enter Intel's core and two year cycle of improving the thing Hector & friends had been preaching about not improving anymore.) There's also the matter of the timing of buying ATI, how much they payed for it(they over payed), selling off the profitable flash business, others selloffs, layoffs of particular employees, the selloffs and layoffs done for the purpose of bolstering his bad moves so that things still look profitable or not as bad on paper.