AMD today formally launched its previously codenamed Barcelona x86 quad-core architecture under the Phenom (for "phenomenal") banner and demonstrated its first all-AMD eight-core enthusiast platform, called FASN8 (that's for "fascinate"). Phenom will ship in the second half of this year.

The company says that, paired with its new DirectX 10 ATI Radeon HD 2000 series which started shipping today, the processors will deliver the ultimate visual experience for enthusiasts (read "gamers").
"AMD has always enjoyed a great bond with the enthusiast community, and the introduction of the AMD Phenom processor family will take our relationship to new heights," says Gautam Srivastava, vice-president, sales and marketing; MD, Middle East, Africa (MEA) and Pakistan at AMD. "We continue to focus on listening to and addressing users’ evolving needs. AMD is confident the performance enhancements enabled by true quad-core client technology in computing-intensive environments will allow them to realise new possibilities and find new inspiration."
AMD is confident that Phenom and FASN8 will help it regain lost ground against arch-rival Intel and, if some of the glowing testaments in its press release are anything to go by, this could well be the case.
For more on this, under "news" (better known in the trade as "spin").