I meant "base design" in the sense that they took an existing design and customized it for their needs, but the final chip will still, in this case, be rooted in that r700 design (VLIW and not GCN, for example)
I know what you meant, but I still ask, why do you presume it's "base design" has to be based on architecture/chip released already at the time you start designing your customized chip?
Why do you see it as impossible scenario, that Nintendo goes and talks to AMD, we need a chip from you, what can you offer us? And AMD tells them we're making this radically new GCN-architecture, would you like your chip to be based on this architecture, instead of our old one?
What devkits have is irrelevant, they've used different architectures compared to final design most of the time if not always (like Apple G5 + 9700/X800's on XB360 devkits, 6800 SLI's on PS3 devkits etc)