I'm not saying I don't like AMDs efforts. It's just not cohesive enough for me personally. You are putting two fundamentally different paradigms together effectively producing a SoC but not an orthogonal architecture. It's a lot more work to get going and if you build a network of such devices you are looking at a lot of redundancy.
Development of their APUs has been an iterative process for AMD, necessitated by the fact that they can't afford to continue to invest in development without being able to turn them into shipping products. So what you have seen so far are the first steps in the integration and not the finished product. The cohesion will come with further iterations and will arrive courtesy of both further hardware development and API support. The next couple of iterations will each be large leaps, though. Especially,the move to bring a unified address space and memory coherency across CPU and GPU operations which is scheduled for 2013.
CELL had the advantage of accessible parallelism wrapped up in a neat package. I like the ARM approach because they are easy to put together in heterogenous groupings (I may be swayed by a little patriotism as well )
ARM are awesome at what they do. Any company that can stonewall Intel from entering a market that they are coming after so aggressively deserve a great deal of respect. And the Exynos in my SGSII-derivative cell phone is damn impressive technology by any standard, even though it's old news now . What is it about ARM that you find makes it easier to put together in to heterogenous groupings?
And I admit I am more interested in the fringe exotic architectures. But only because that is where all the exciting things happen. Intel and AMD have been too busy with each other to notice that a lot of powerful silicon has been creeping into server tech and beyond. None of it bound by decades old legacy support.
I remember when Motorola brought out the 68060 and Intel was on the 386 with the 486 round the corner. The '060 was a lovely harvard design, risc core, the works. And the 386 was a faster 286 with a dodgy FPU (and a proper MMU). That's kind of like the situation between Intel and AMD today. Meanwhile Acorn and others, including AMD, were working on interesting designs that did things differently. I liked that!
I think that you could draw a parallel between the evolution of the FPU (which started as a separate chip in it's own socket, was eventually integrated physically and then was gradually made more integral to the processor design as a whole while continuing to expand in capability) and what AMD are trying to do with the stream processors in their APU. I even suspect that AMD will attempt to deprecate their existing vector units by using the GPU elements to provide those functions where possible thereby eliminating redundancy.