Perhaps you just have too high expectations from each generation?
Both companies have people there calculating how to make the most profit. If they made huge chips there would be also risk that those people wouldnt upgrade as often. There is also risk with the yields. Its ofter wiser to do technological development in steps than to try several new things at once. Bulldozer fiasco could be some kind of example of this? Perhaps nvidia can take bit more risks with large chips because their financial status is much better than amds.
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