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Comment I saw on YouTube a while back: > In some ways Itanium was the most successful bluff every played in the tech industry. In much the same way that Reagan

Comment I saw on YouTube a while back: > In some ways Itanium was the most successful bluff every played in the tech industry. In much the same way that Reagan's Star Wars bankrupted the Soviet Union got almost every single competitor to fold. Back at the beginning of the project, Intel was nowhere in high-end & 64-bit computing. There was HP (PA- RISC), Sun (Sparc), Dec (Alpha), IBM (Power), MIPS (SGI). Intel wisely picked the partner with the stupidest management (Carly) to give up their competitive edge and announce to analysts that Intel's vision/roadmap is so awesome that RISC is dead and that they're going to follow the bidding of their master Intel for their 64-bit plan. Wall Street bought in to the story so much that almost everyone else with competitive chips folded their strong hands to Itanium's bluff - SGI spun off MIPS and MIPS decided to leave the high-end space. Compaq undervalued Alpha and let it die. Sun tried to become a software company and if it weren't for Fujitsu making modern sparcs, sparc would be dead. > Basically, with nothing but PR and Carly's stupidity, Intel wiped out over half of the high-end computing processor market. > Thankfully AMD had the vision to see through the bluff, and saw the opportunity for 64-bit computing that worked; and thankfully IBM didn't have someone like Carly around so they saw the value in retaining competitive advantages; or the computing world would be pretty bleak place right now..

xorcist 4y ago
The comparison to star wars is certainly apt. It doesn't need to work, in the engineering sense, to be useful. Sometimes economics can trump engineering. An important part of the PR machinery was that by picking up a hot topic from academia, they really got absolutely everyone to talk about VLIW as the next genreration RISC. And everyone already knew that RISC was superior and x86 was a toy, but which also was mostly true at time. In the end, what won was huge caches and huge OoO pipelines. Linus Torvalds had some strong opinions and well known opinions on this, which turned out to be mostly right.
neilv 4y ago
For anyone who doesn't know but is curious, "Carly" refers to Hewlett Packard (HP) CEO Carly Fiorina. Fiorina oversaw HP's acquisition of Compaq, which had previously acquired DEC, IIRC. Reportedly, the HP-Compaq acquisition was opposed by many, including board members and family. (This was before my time, but I read a lot of trade rags as a kid, and then later occasionally heard insider stories.) HP was legendary for culture, like "management by walking around, and talking to the people on the ground", which was different from Fiorina's style. Compaq was the most noteworthy IBM-compatible PC company, before Dell's dorm room dirt-cheap generic PC clones business skyrocketed into an empire. DEC was the maker of the PDPs and VAX-based minicomputers on which much of the field of Computer Science was arguably developed, and later MIPS- and then Alpha-based workstations and servers, while also still developing VAXen (the plural form of the word). All those proprietary CPU ISAs listed (PA-RISC, SPARC, Alpha, POWER), when they were introduced on engineering/graphics workstation computers, were especially exciting, because -- separate from the technical architecture itself -- they would briefly probably be the fastest workstation in your shop. All of these made MS-DOS/Windows PCs and Macs look like toys by comparison (though, eventually, Windows NT 3.51 started to be semi-credible if you just needed to run a single big-ticket application program). And you didn't know what exciting new development would be next. Maybe it was like if, today, several makers of top-end gaming GPUs resulted in a leapfrogging on a cadence of every few/several months. And if they had different strengths, and, incidentally, curious exclusive game software to explore. Or like the very recent succession of Stable Diffusion, ChatGPT, etc., and wondering what the next big wow will be, what they've done with it, and what you can do with it. When I knew some Linux developers working on Itanium, some were already calling it "Itanic". (I didn't read much into the name at the time, because were a lot of joke derogatory names for brands and technologies.) Later, I thought "Itanic" was because it was a huge expensive thing that was doomed to sink. The theory in the TFA sounds like most competing ship companies gave up on their own engine designs when they heard how great the Titanic would be.
- matwood 4y ago
  I used to lust after the Alpha a friend of mine had. The raw compute performance increase from year to year was amazing during those times.
  - neilv 4y ago
    A grad school officemate had previously worked at Thinking Machines, so was familiar with exotic supercomputers, but I think all the compute for his dissertation ran on a blue Alphastation or Alphaserver "footrest" under his desk.
- mrweasel 4y ago
  The whole thing is weird. The Itanium is as much an HP project as it is an Intel one. While HP and Intel are busy creating the IA64, Compaq is licensing the EV6 bus to AMD, for use in the Athlon. If the Athlon hadn't been a success, I don't believe that AMD would have had the funds to develop the first AMD64 processors. Then a few years later, Compaq is bought by HP, which does nothing with the remaining DEC/Alpha IP, the same tech that helped AMD build the Athlons.
  - giantrobot 4y ago
    > Compaq is licensing the EV6 bus to AMD, for use in the Athlon. AMD was also hiring away many Alpha developers IIRC.
pavlov 4y ago
It’s pretty weird to frame it as “Carly’s stupidity” when all of HP’s competitors mentioned ended up worse. Smacks of misogyny to be honest.
- slacka 4y ago
  Do you know anything about HP's failure under her rule? I don't care about her gender, but I do know for a fact that they lost market share and had a massive brain drain under her tenure. Her massive layoffs included axing their R&D. Why don't you read this before jumping to conclusions?[1] It identifies many of the issues I saw first hand during that period, while still trying its best to find reasons to praise her. [1] https://www.mercurynews.com/2010/04/20/analysts-carly-fiorina-long-on-vision-fell-short-on-execution-at-hp-2/ https://www.mercurynews.com/2010/04/20/analysts-carly-fiorin...
  - pavlov 4y ago
    The comment to which I was replying claimed that “Carly’s stupidity wiped out the high-end processor market.” Whatever her other faults as a CEO, that’s just not what happened with the Itanium. The writing was already on the wall for high-end Unix in the mid-1990s. HP teamed up with Intel and had them take over the bulk of R&D expense with HP continuing to extract profits from the shrinking market for over a decade. Meanwhile the competitors DEC and SGI and Sun basically went out of business. (IBM of course retained its niche as the only choice for those who only buy IBM.)
    - nomel 4y ago
      This would have been a more appropriate comment, than calling someone misogynistic.
      - pavlov 4y ago
        A misogynistic tone is recurrent in online comments about Carly Fiorina’s time at HP, and in my opinion the comment blaming her stupidity for Itanium was in that vein. Nobody talks about Sun’s contemporary leadership using phrases like “that dumb hockey jock Scott ruined Sparc.” Somehow it’s ok when the CEO was a woman.
mepian 4y ago
The HP-Intel joint effort to develop what became the Itanium was announced 5 years Fiorina became the CEO of HP. During that time she was working at AT&T/Lucent and had zero input in HP's strategy.
- mepian 4y ago
  *5 years before Typed it on a phone and noticed the error only after the edit timer expired.

xorcist 4y ago

The comparison to star wars is certainly apt. It doesn't need to work, in the engineering sense, to be useful. Sometimes economics can trump engineering. An important part of the PR machinery was that by picking up a hot topic from academia, they really got absolutely everyone to talk about VLIW as the next genreration RISC. And everyone already knew that RISC was superior and x86 was a toy, but which also was mostly true at time. In the end, what won was huge caches and huge OoO pipelines. Linus Torvalds had some strong opinions and well known opinions on this, which turned out to be mostly right.

neilv 4y ago

For anyone who doesn't know but is curious, "Carly" refers to Hewlett Packard (HP) CEO Carly Fiorina. Fiorina oversaw HP's acquisition of Compaq, which had previously acquired DEC, IIRC. Reportedly, the HP-Compaq acquisition was opposed by many, including board members and family. (This was before my time, but I read a lot of trade rags as a kid, and then later occasionally heard insider stories.) HP was legendary for culture, like "management by walking around, and talking to the people on the ground", which was different from Fiorina's style. Compaq was the most noteworthy IBM-compatible PC company, before Dell's dorm room dirt-cheap generic PC clones business skyrocketed into an empire. DEC was the maker of the PDPs and VAX-based minicomputers on which much of the field of Computer Science was arguably developed, and later MIPS- and then Alpha-based workstations and servers, while also still developing VAXen (the plural form of the word). All those proprietary CPU ISAs listed (PA-RISC, SPARC, Alpha, POWER), when they were introduced on engineering/graphics workstation computers, were especially exciting, because -- separate from the technical architecture itself -- they would briefly probably be the fastest workstation in your shop. All of these made MS-DOS/Windows PCs and Macs look like toys by comparison (though, eventually, Windows NT 3.51 started to be semi-credible if you just needed to run a single big-ticket application program). And you didn't know what exciting new development would be next. Maybe it was like if, today, several makers of top-end gaming GPUs resulted in a leapfrogging on a cadence of every few/several months. And if they had different strengths, and, incidentally, curious exclusive game software to explore. Or like the very recent succession of Stable Diffusion, ChatGPT, etc., and wondering what the next big wow will be, what they've done with it, and what you can do with it. When I knew some Linux developers working on Itanium, some were already calling it "Itanic". (I didn't read much into the name at the time, because were a lot of joke derogatory names for brands and technologies.) Later, I thought "Itanic" was because it was a huge expensive thing that was doomed to sink. The theory in the TFA sounds like most competing ship companies gave up on their own engine designs when they heard how great the Titanic would be.

matwood 4y ago
I used to lust after the Alpha a friend of mine had. The raw compute performance increase from year to year was amazing during those times.
- neilv 4y ago
  A grad school officemate had previously worked at Thinking Machines, so was familiar with exotic supercomputers, but I think all the compute for his dissertation ran on a blue Alphastation or Alphaserver "footrest" under his desk.
mrweasel 4y ago
The whole thing is weird. The Itanium is as much an HP project as it is an Intel one. While HP and Intel are busy creating the IA64, Compaq is licensing the EV6 bus to AMD, for use in the Athlon. If the Athlon hadn't been a success, I don't believe that AMD would have had the funds to develop the first AMD64 processors. Then a few years later, Compaq is bought by HP, which does nothing with the remaining DEC/Alpha IP, the same tech that helped AMD build the Athlons.
- giantrobot 4y ago
  > Compaq is licensing the EV6 bus to AMD, for use in the Athlon. AMD was also hiring away many Alpha developers IIRC.

pavlov 4y ago

It’s pretty weird to frame it as “Carly’s stupidity” when all of HP’s competitors mentioned ended up worse. Smacks of misogyny to be honest.

slacka 4y ago
Do you know anything about HP's failure under her rule? I don't care about her gender, but I do know for a fact that they lost market share and had a massive brain drain under her tenure. Her massive layoffs included axing their R&D. Why don't you read this before jumping to conclusions?[1] It identifies many of the issues I saw first hand during that period, while still trying its best to find reasons to praise her. [1] https://www.mercurynews.com/2010/04/20/analysts-carly-fiorina-long-on-vision-fell-short-on-execution-at-hp-2/ https://www.mercurynews.com/2010/04/20/analysts-carly-fiorin...
- pavlov 4y ago
  The comment to which I was replying claimed that “Carly’s stupidity wiped out the high-end processor market.” Whatever her other faults as a CEO, that’s just not what happened with the Itanium. The writing was already on the wall for high-end Unix in the mid-1990s. HP teamed up with Intel and had them take over the bulk of R&D expense with HP continuing to extract profits from the shrinking market for over a decade. Meanwhile the competitors DEC and SGI and Sun basically went out of business. (IBM of course retained its niche as the only choice for those who only buy IBM.)
  - nomel 4y ago
    This would have been a more appropriate comment, than calling someone misogynistic.
    - pavlov 4y ago
      A misogynistic tone is recurrent in online comments about Carly Fiorina’s time at HP, and in my opinion the comment blaming her stupidity for Itanium was in that vein. Nobody talks about Sun’s contemporary leadership using phrases like “that dumb hockey jock Scott ruined Sparc.” Somehow it’s ok when the CEO was a woman.

mepian 4y ago

The HP-Intel joint effort to develop what became the Itanium was announced 5 years Fiorina became the CEO of HP. During that time she was working at AT&T/Lucent and had zero input in HP's strategy.

mepian 4y ago
*5 years before Typed it on a phone and noticed the error only after the edit timer expired.