Where do chipmakers go from here? When the best consumer chips on the market add very little to the cost of a machine, then you have to come up with another way to win market share that isn&#x27;t just based on speed claims. I&#x27;m sure there will be more spend on marketing fluff, attempts to brand slightly different products for different segments and price discriminate between them -- enterprise, gaming, mobile, IoT. But I also wonder if we will see more pernicious behavior, in chipmakers keying chips to specific applications through DRM, so they can sell locked appliances with software built in.