I heard about this and the Rueters report wasn't all that convincing tbh but it's gotten a lot of attention as of late and it was smart for AMD to comment on it to keep investors from selling there stock and further hurting the company.. I'm glad AMD are committed to trying to get back to their glory days. Consumers need this. No other company is in a position to even begin to think they could compete with Intel nor any other company to also rival Nvidia.
I never understood why they merged the brands. AMD CPUs have been underwhelming for years now and AMD made quite a few statements to say that they weren't going to compete with Intel and would just keep banging out good value CPUs.
So why would you take a company that had just had massive success with the 5000 series Radeons and call them AMD? it's hardly like AMD were kicking any ass. Making good GPUs doesn't make your CPUs look any better...
I think the original story was FUD. The timing of it is way too close to the Fury X release to be pure coincidence. The obvious choice of who to blame (Nvidia) is probably innocent, my guess would be someone trying to tank AMD stock so they can rake in some cash with the (hopefully) improved situation for AMD.
When they merged the CPUs and GPUs together, i.e. with the APUs, it made more sense to keep an AMD CPU and GPU brand inside of the chip so to speak. It would confuse those who didn't know Ati=AMD to have "Ati graphics" inside of an AMD APU.