There was an article on Anandtech a while back and it described how AMD had changed (and what made HD4800 such a success). Instead of thinking of new features their card might have, implement all of them and launch the GPU whenever it's ready, they scrap all the ideas they have that don't fit in the GPU because of the time needed or DIE-space. One of the main goals is to have a new product ready to holiday and when the OEMs plan their new products.
Here's the story. Very good read.
http://www.anandtech.com/show/2679
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