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If we had green ink in our HTML, we'd publish the headline in that...however: Chipzilla takes itself very seriously. And when it comes to its brand names, 'seriously' is far too frivolous a word to use - something more along the lines of 'get it right or die horribly' is more apposite. This is the company that has a long list of official, legally-vetted abbreviations for internal use. Woe betide the Intel Insider who abbreviates the Pentium® III processor to PIII in an internal memo - the official moniker ‘P3P’ must be used at all times. Those of you who have seen a PIII - oops, sorry, P3P - in the flesh will no doubt have been surprised to notice that it doesn’t actually have 'Pentium® III' written on it at all. Reliable Intel sources say this is because PIII - damn, did it again - will move to a socket format with the arrival of Coppermine later this year and Chipzilla doesn’t want the Pentium® III brand to be associated with any particular form factor. Imagine then our surprise at the new Intel ads appearing in the UK PC trades showing a SECC2 Slot 1 package, complete with the words 'Pentium® III' in large white letters. Let’s hope the Intel Brain Police don’t catch up with the unfortunate ad man responsible for this heinous crime against the brand… ®

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