AMD

Customers don't care how its made.

They care about the end result and they are paying for it. If the result is worse than some other product, they don't feel like the money they spent is best value sometimes.

Options and competition is good. However AMD doesn't seem keen on "competiting" and rather offer an alternative that costs less, and is more niche, or worse, or whatever, for that part of the market that is just anti-number one.