I think the reason AMD doesn't get the margins is because they are often a follower, not a leader. Nvidia was getting booted out of the chipset business, all that R&D money being flushed down the toilet. So what do they do? They build a GPGPU market.
The computing world is going mobile with ultra lower power parts, not all out performance. Nvidia creates Tegra. AMD says, oh yea, we can make something too... only after ousting Dirk do they head that way.
Usually the smaller company should be more nimble than the giants, but it seems like Intel was able to turn on a dime with the Pentium 4 while AMD kept trucking along with the very mediocore Phenom I and Bulldozer.
To me it seems like AMD doesn't have the margins because they never have the foresight to see an upcoming opportunity. They're always following after a competitor creates the market.
As you said, you have to look towards management for that.
this is how i feel. I think AMD is wasting away chasing behind instead of blasting ahead. Keysplayer, AMD dumping tons of cash trying to catch up with nvidia supercomputers is exactly what they should not do!! Nvidia maybe having mediocre success, sure but its been a long road thus far. Intel is already showing their interest and they got billions to burn away. I think AMD investing in this direction is a terrible idea.
I think AMD has many valuable technologies and no direction. The days have having great hardware and it selling itself look to be behind us. We are in a new era. AMD needs to be creative and carve their own way. To become the next big thing they cannot follow. They cannot depend on others to do something great with their hardware. If AMD wants to be great, it is up to them. I believe that these times are different and that AMD has a unique position. Instead of designing chips, become the application.