The branding is still very valuable. This article makes them sound like common blades, ready for virtualization or containerization: 
<a href="http:&#x2F;&#x2F;m.theregister.co.uk&#x2F;2014&#x2F;09&#x2F;30&#x2F;cray_adds_haswell_and_burst_buffer_tech_to_supercomputer_line" rel="nofollow">http:&#x2F;&#x2F;m.theregister.co.uk&#x2F;2014&#x2F;09&#x2F;30&#x2F;cray_adds_haswell_and_...</a>