The problem is we only have rumors. The last one I saw was a rumor that linked to a rumor that linked to a rumor that linked to still another instance of the same rumor. So you're asking me to guess what will happen if Zen's rumors, which are the same as the older Bulldozer rumors, which were the same as the still older Barcelona rumors, turn out to be true. IF so then Intel will have some competition. How much depends on which outlandish rumor you choose to believe. We just don't know. More important, I think, is what the rumors say about the fan base. AMD has a cult like following. As each generation of believers is disillusioned and moves on, a new generation of believers appears on the scene to take their place. The new generation believes the new slides shows, believes the new schedules and believes the newest, wildest rumors. We've watched it for generation after generation. I noticed you prefaced your question with the word IF so it's up to you if you include yourself in that group or not.So I think this is more of a sociology question or maybe a psychology question than an economic/technology question. What kind of people are attracted to a beaten down company with a history of false and broken promises? What kind of people feel an affinity with a company like that? What ever the answer, they have money and buy shares.