I wish people would stop even considering Itanium and Sledgehammer in arguments relevant to real people. If you aren't a Netadmin, Itanium and Sledgehammer won't affect you for years. AMD has every reason to continue their consumer line of products. The Tbird alone won't be capable of staying with the P4 core forever (Intel is already planning the newer revs of p4). AMD must stay competitive in the consumer space, and try to build some of the brand reconition, respect, and influence of Intel. Besides Intel is now developing a 32bit p8 (p5=pentium, p6=ppro, p7=p4) core, and even if they can't force a change completely on their own (rambus), they're perfectly capable of keeping the average user with a 32 bit CPU.