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AMD started from the late 1990’s from it partnership with Motorola, a major distributor of microchip products.  By making its processor to consume less power, it has able to increase it clock speed.  Because of that, AMD developed several processors that made it successful in the market.  AMD K5/K6 to AMD Athlon Processors, it has continuously improved its version of Athlon processors.  Heat is major problem in designing and making processors.  The faster they become the hotter they also become.  If you noticed, early processors can be cooled by a small heatsink alone.  But as I mentioned,  as they grew faster the cooling system also become much larger.  Not it has a heatsink and a cooling fan directly above it.  So the one who address the heat of processor can really make it lot faster…