Well AMD going out on their own and saying "we're 10% of the market but we're going to do our own instruction set" is just as ridiculous now as it was years ago with 3Dnow. 64 bit was a whole different ballgame and it wasn't till Intel joined that party that you really began to see mainstream 64 bit software. Even now, years later, the move forward is slow on the software side, and 3Dnow is forgotten tech, while SSE is everyday stuff.

It's ok to venture out and do it all by yourself. Just do it in a place that is truly market changing, not on these crazy little spats about extended instructions.