VMX,or cell coprocessor for AMD cpus ?
It could be something like that (make sense from one point of view)

Source arstechica

"Ultimately, a new set of ISA extensions with a flashy name and a special logo program are going to be just one marketing weapon among many in the next phase of the war with Intel. AMD has established itself as the current CPU vendor of choice for tech savvy gamers, and a set of 3D-oriented ISA extensions that have some level of game studio support will help them reinforce that image in the face of Conroe."

..::..intel..::..amd..::..ibm..::..apple..::..