"Brand awareness is just as important and the AI / chip market is a very lucrative space, so it's possible Intel aren't even concerned about making money from software."
You hit the nail on the head there.
To me the greatest excitement comes from the fact that akida won't be competing with x86 word-processing or NVIDIA gaming, but as it's so light on resources it can end up in all the un-sexy places - your toothbrush and check for decay or your home power board to tell you which appliance needs a quick trip to the tip.
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