Just thought I could shed some light on the interpretation of the interview rwolf and others linked to:
http://www.beyond3d.com/previews/nvidia/nv30launch/index.php?p=2
This is
not marketing speak or FUD AFAIK. It's sheer lack of technical knowledge from NVIDIA's PR department. This, IMO, is not worse than FUD. It was one of my main points in ULE actually, and one I wasn't clear enough about: NVIDIA's PR personnel doesn't have sufficient technical knowledge to deal with the "hardcore" enthusiast community. This results in them telling lies, which they believe are true, then getting insulted for it. Of course, much of the time, it's pure FUD; but people are exagerating how much FUD NVIDIA *wants* to feed us.
Now, there's some stuff about this in ULE, but I'll try to say it in more details...
1. [stuff]
2. BB says in an obviously sincere way that he believes FP16 = twice the performance of FP32.
3. I say to him I'm going to use that quote in ULE
3. He badly misinterprets it, probably thinks I'm bashing him in particuliar and trying to get him fired; let me restate that it was never my goal with ULE to cause any terminations. He says, among other things: "I don't care if you think I need to know that. It's not my job to know whether FP16 is not twice as fast as FP32. I've been doing this for 10 years, and I'm great at my job" (paraphrase, obviously).
From this, I guess that PR and Marketing personnel was briefed with severly lacking technical facts regarding the NV30. Whether this is what caused the "overhyping" of the NV30, I don't know. Fact is, the communication between PR and Engineering is absolutely catastrophic; and don't tell me they told them this stuff cause they knew it would have looked better for them.
What's better: "Our hardware makes FP16 twice as fast as FP32 because it supports both formats natively"
Or: "Our hardware is capable of running FP32 operations at speeds extremely near to those of FP16 operations, while saving tremendous performance by not using more than FP16 for rendertargets. We support the best of both worlds, along with a featureset which easily benefits from FP32, compared to the competition's lower precision format(s)."
No, seriously. I don't know about NVIDIA's inter-team communication systems, which are supposedly so complex and yet so powerful. I've heard very good things about them, but very bad ones too. I just can't judge as some people might be talking out of their asses. But I firmly believe their inter-departemental communications, well, suck.
Fixing it wouldn't be particularly hard, either. Brian Burke, Derek Perez, and so on are making an astonishingly good job of handling the low-end and mid-end markets IMO. Problem is, for the tech-savy people, their technical knowledge simply isn't sufficient. IMO, it might even be better to have someone with little PR experience but a lot of tech experience for that part of the market.
The problem is NVIDIA doesn't seem to realize the difference between the market segments enough. Simply hiring someone with good GPU experience, training him a few weeks on specifics maybe, would do the trick. And don't tell me either that it's hard to find such a person - the forums of Beyond3D, for example, got quite a ton of people which would fit for the job, although they might need some training for the basics of certain things. And there are tons of other places where they could fetch such a person from. Even converting one of their own engineers might work, who knows!
The
last thing I want to see is someone like BB getting fired. That's ridiculous. NVIDIA as a whole would be in an even bigger mess right now if it wasn't for people like him. But perhaps the enthusiast market would be more favorable to them; which is why other people, or to be even more accurate, a different
type of people, are required to deal with that market.
Uttar