AMD wants to first launch Phenom 9500 and 9600 to its retail and channel market, as AMD calls it. It wants to be there as quickly as possible for the early adopters and AMD knows that enthusiasts will be the first to adopt Phenom CPUs.
AMD was happy with the adoption of Black edition CPUs that went to retail in a nice box without a cooler and it wants to ride that same wave.
OEM systems will follow with its Spider platform-based PCs, but AMD wants to launch hundreds of thousands of Phenom chips to try to satisfy the demand in pre-Christmas sales.
It uses an alternative tactic, but AMD needs the support of its fan boys, now more than ever.