So honestly, what's the reason for the secrecy? Why hide when you have nothing to hide? The last 3 times the they hid, the results sucked. So please don't act as if folks aren't justified in being just a little skeptical.

The reasons you gave didn't stop AMD from doing just that the last 3 times
AM2 (will give advantages to AMD over Intel with DDR2)
4X4 (unmatched by anything Intel has or will have for the next 3 years)
Phenom (3GHz Native Quadcore that will be faster than Intel's MCM)
All touted as Intel killers

Call me whatever but I don't trust AMD, Intel or any of the rest

PR stunts that send folks dancing in the isles are laughable at best.
Bud's in Germany are the ones who got me looking at buying a Phenom II. It would be kind of Lame to buy from Intel or AMD according to their PR and etc...

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