ATI, the name of hope for all PC gamers who were sick and tired of NVIDIA re-braiding the same GPU over the past couple of years, is to be no more. The callous souls over at AMD have decided that our little consumer brains aren't sophisticated enough to handle two awesome brands, so they're just axing the use of the ATI moniker from here on out. Product line names will be retained, with the Radeon and FirePro branding still intact, but ATI Eyefinity will now be known as AMD Eyefinity. The first graphics cards to, earm, benefit from the new nomenclature will ship "later this year" and the whole thing is said to have been motivated by AMD's move to Fusion APUs -- hybrid CPU and GPU chips -- where it's considered beneficial to have a unified branding strategy.

Engadget