I think you have to consider Intel as the next major player in multimedia. The P55c - MMC - is just the beginning from them. If I had to guess, their product road map contains a whole new series of microprocessors targeted directly at the high performance multimedia market. Their strategy is probably an extension of the "let's get one microprocessor on every motherboard" thinking except that they see multimedia as an untapped, embryonic market they can easily penetrate with higher levels of hardware integration. After all how difficult will it be to put some DSP, CODECS and other functions in the same silicon. What you then get is a major shake out (which is typical in hi tech) over the next few years, with the companies with the most assets - Intel, Philips, etc. - surviving and the others, ...Oh, well. Of course this is all IMO.