Too many cooks
I never really gave much thought to the continual obsession of branding every possible motherboard feature. Of course I've I noted the new name for a new chip or feature as I do reviews, but that's about it.
Recently though, I sat down and did a very unmanly thing: I read through the manual of the board I was testing. Actually, first I browsed through the motherboard's reviewers guide while Windows 7 installed - these are documents issued to the press to tell us what range of results the company is getting internally from a few standard tests (usually 3DMark of some kind), so we know our board isn't broken. It's also used to highlight how to use the groovy new features.
Once I got reading and quickly got lost among the many, many names the company uses for every conceivable facet of its board design. In fact, after some deciphering, it even appears some features have different names depending on the method in which you use them!
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