Where do chipmakers go from here? When the best consumer chips on the market add very little to the cost of a machine, then you have to come up with another way to win market share that isn't just based on speed claims. I'm sure there will be more spend on marketing fluff, attempts to brand slightly different products for different segments and price discriminate between them -- enterprise, gaming, mobile, IoT. But I also wonder if we will see more pernicious behavior, in chipmakers keying chips to specific applications through DRM, so they can sell locked appliances with software built in.