Let's explain the choice:
The mem controler is on the GFX side because the GFX parts need more Bandwitdh for texture sampling than the processor core need.
You all remember that I was saying that Desktop application do not use a lot of Bandwitdh, it is still true.
Placing the Mem controler is what gives you the best performance for the $s.
In the case of gaming, it does give a nice balance to the GFX part, allowing more texture sampling speed, with less latency too.
Thinks are more complicated than it seems from the outside world. With DDRIII attached, you get some serious boost.
Balancing the memory need of the platform is what matters.
If you overclock the memory sub system, you will figure out that this new IGP is faster than most low end graphic cards. Try and see

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