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AMD has decided to retire the ATI graphics brand, deciding its own name can better compete with Nvidia although they do plan to keep the Radeon and FirePro graphics lines.

AMD will begin migrating away from the ATI branding later this year and move to a more simplified product branding lineup by 2011.

AMD’s business model has exceeded expectations in recent months, having surpassed Nvidia for total unit shipped during last quarter and this move just might make or break them.