Not intended as a criticism as such, but seeing as you tested and saw such a big difference between 1,333MHz and 1,600MHz memory, and the chip is rated at up to 1,866MHz memory, I'm just surprised you didn't then test it with some 1,866MHz to see what it could really do... I do think this is a great product though. As a few others have said, I can see it eating up the low end of the ready-built market - I think MrJay covered some of the reasons why quite nicely. That's assuming Intel doesn't do what it did before and illegally bribe/threaten manufacturers and stockists not to build and sell the thing of course. That's half the reason AMD are so far behind Intel now: The last time they came out with a good product they were blocked from selling it and gaining market share. A couple of billion quid years and years later doesn't really make up for the lost brand recognition and lost time and money spent on R&D.