It's got nothing to do with how long they've been competing, it's got to do with dominance and quality. If AMD overtakes Intel in price/performance, capability

It's got nothing to do with how long they've been competing, it's got to do with dominance and quality. If AMD overtakes Intel in price/performance, capability, and market share in 10 years (and I think it's totally possible) then I would call Intel off-brand. If I buy a CPU from company A for the purpose of running programs, but there are some useful programs it cannot run (like rr), not because of some anti-competitive proprietary nonsense by their rival B but rather because of some genuine capability that A lacks, then I call A off-brand.