Yes, AMD and other firms have done limited "preview" releases in the past, where select publications are allowed to publish a few pictures and perhaps a handful of benchmark numbers ahead of time. There is some slight precedent there.
But none of that changes the fact that this plan is absolutely, bat-guano crazy. It crosses a line that should not be crossed.
Companies like AMD don't get to decide what gets highlighted in reviews and what doesn't. Using the review press's general willingness to agree on one thing—timing—to get additional control may seem clever, but we've thought it over, and no. We'll keep our independence, thanks.
The email goes on to conclude by, apparently, anticipating such a reaction and offering a chance for feedback:
"We are aware that this is a unique approach to product launches. We are always looking at ways that we can work with you to help drive additional traffic to your articles and effectively convey the AMD message. We strive to provide the best products in their price points, bringing a great product for a great price. Please feel free to provide feedback on what you find, both with the product and with your experience in the AMD New Product Review Program. We try to ensure that we are providing you what you need and appreciate any feedback you have to offer on how we can do better."
I picked up the phone almost immediately after reading this paragraph and attempted to persuade both Mr. Amos and, later, his boss that this plan was not a good one. I was told that this decision was made not just in PR but at higher levels in the company and that my objections had been widely noted in internal emails. Unfortunately, although fully aware of my objections and of the very important basic principle at stake, AMD decided to go through with its plan.
Shame on them for that.
It's possible you may see desktop Trinity "previews" at other websites today that conform precisely to AMD's dictates. I'm not sure. I hope most folks have decided to refrain from participation in this farce, but I really don't know what will happen. I also hope that any who did participate will reconsider their positions after reading this post and thinking about what they're giving up.
And I hope, most of all, that the broader public understands what's at stake here and insists on a change in policy from AMD.
If this level of control from companies over the content of reviews becomes the norm, we will be forced to change the way we work the firms whose products we review. We will not compromise our independence. We believe you demand and deserve nothing less.
