AMD attempted to crush the 'Megahertz myth' with its Performance Rating system on this day 25 years ago

A quarter century ago today, AMD launched its AMD Athlon XP processor family. These were highly performant processors based on the firm’s latest Palomino core, but ran at lower raw clock speeds than Intel rivals. Facing a marketing imbalance between perceived and actual performance, AMD mounted a serious campaign to explode the 'megahertz myth' with this generation of CPUs. Thus, it introduced new Athlon XP processors with a Performance Rating (PR) designation, alongside a slogan insisting “Performance matters more than MHz.”

Intel, with its Pentium 4 processors, was clearly winning the MHz race at the time, while a CPU’s clock speed had long been established by marketers as a key performance metric. Unfortunately for AMD, its CPUs of the era didn’t hit such high clocks, even though the application and gaming performance was just as good (if not better) than Intel's.

Our tests from October 2001 noted that AMD wisely undersold its chips, using the newly devised PR naming system. …