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Tag: Intel

  • Apple’s Lead Silicon Designer Leaving For Intel

    Apple’s Lead Silicon Designer Leaving For Intel

    Apple is losing Jeff Wilcox, its lead silicon designer to rival Intel, eight years after he left Intel to join Apple.

    Wilcox hs helped oversee Apple’s development of its own custom silicon, culminating in the company’s M1 line of processors that now power its Mac computers. The M1 shocked the PC industry with its combination of performance and power efficiency, with Intel scrambling to come up with an answer. Scoring Wilcox is a big step in that direction.

    Wilcox made the announcement on LinkedIn.

    After an amazing eight years I have decided to leave Apple and pursue another opportunity. It has been an incredible ride and I could not be prouder of all we accomplished during my time there, culminating in the Apple SIlicon transition with the M1, M1 Pro and M1 Max SOCs and systems. I will dearly miss all of my Apple colleagues and friends, but I am looking forward to the next journey which will start at the first of the year. More to come!

    He later posted about taking the job at Intel, where he will help lead the company’s system-on-chip (SOC) design.

    I’m pleased to share that I have started a new position as Intel Fellow, Design Engineering Group CTO, Client SoC Architecture at Intel Corporation. I could not be more thrilled to be back working with the amazing teams there to help create groundbreaking SOCs. Great things are ahead!

    There has been no word yet on who will replace Wilcox at Apple.

  • Microsoft Pulls Out of CES 2022

    Microsoft Pulls Out of CES 2022

    Microsoft is the latest company to pull out of CES 2022 over concerns about the omicron COVID variant.

    CES is one of the biggest electronic events and, like most large trade shows and events, has struggled to keep going during the pandemic. The shows organizers have vowed to go on with the 2022 event in January, but multiple high-profile companies have already bowed out over amid the omicron surge, including T-Mobile, Intel, Meta, Twitter, and Pinterest.

    According to The Verge, Microsoft is the latest company to pull out.

    “After reviewing the latest data on the rapidly evolving COVID environment, Microsoft has decided not to participate in-person at CES 2022,” said a company spokesperson.

    While CES organizers want to press forward, if high-profile companies keep dropping out, there may not be a conference to save.

  • Intel and Italy Move Forward With Talks for $9 Billion Chip Factory

    Intel and Italy Move Forward With Talks for $9 Billion Chip Factory

    Intel and Italy are moving forward with negotiations to build a $9 billion chip factory.

    Under CEO Pat Gelsinger, Intel has been working to get back to the top of the chip industry. As part of those plans, the company has been investing heavily in new factories. The company hopes to not only step up its own internal production, but also wants to serve as the foundry for other companies, such as Apple, Amazon, and Qualcomm.

    Intel is already spending $20 billion on two new factories in Arizonabut, according to Reuters, the company is looking to build a $9 billion factory in Italy. Reports indicate the talks are intensifying, paving the way for Italy to receiving 10% of the 80 billion euros Intel plans to invest in its European production.

    The move will also help Intel, and the semiconductor industry in general, to lessen its dependence on manufacturing in Asia, potentially helping to insulate the supply chain from another pandemic-type disruption.

  • Intel Exec: Metaverse Will Require ‘1,000x More Computational Efficiency’

    Intel Exec: Metaverse Will Require ‘1,000x More Computational Efficiency’

    Building the metaverse may be all the rage, but at least one Intel exec says computational power must increase significantly to make it a reality.

    “Metaverse” is a term that refers to the convergence of virtual, augmented and in-person reality. The metaverse is widely considered to be the next major step in computing, with Facebook even changing its name to Meta in preparation.

    Unfortunately, Raja Koduri, Senior vice president and General manager of the Accelerated Computing Systems and Graphics Group at Intel, says computing is going to have to significantly increase in order to power the metaverse.

    Truly persistent and immersive computing, at scale and accessible by billions of humans in real time, will require even more: a 1,000-times increase in computational efficiency from today’s state of the art.

    Koduri says the same applies to the internet, with improvements needed to handle the additional bandwidth demands of the metaverse.

    We need several orders of magnitude more powerful computing capability, accessible at much lower latencies across a multitude of device form factors. To enable these capabilities at scale, the entire plumbing of the internet will need major upgrades.

    Despite the challenges, Koduri believes the required computing power is within reach.

    This technology that enables immersive virtual worlds to augment the real world opens up so much possibility and it is what keeps me excited to work every day. We believe that the dream of providing a petaflop of compute power and a petabyte of data within a millisecond of every human on the planet is within our reach.

  • TSMC Founder Doesn’t Think Gelsinger Has Enough Time to Save Intel

    TSMC Founder Doesn’t Think Gelsinger Has Enough Time to Save Intel

    Update 12-15-21: Intel changed its rules for executive retirement, as of March 2021, allowing corporate officers to serve past the age of 65. As a result, Chang’s concerns cited in this article are no longer a factor.

    Intel CEO Pat Gelsinger is going full speed ahead in his efforts to turn Intel around, but TSMC founder Morris Chang thinks he’ll run out of time.

    Like many companies, Intel has a mandatory retirement age for its CEOs, requiring them to step down at 65. Gelsinger replaced Bob Swan as CEO in early 2021, and is currently 60 years-old (he’ll turn 61 in March).

    In a report by UDN, Chang made his comments at the “Cherish Taiwan’s Advantages in Semiconductor Wafer Manufacturing,” saying ‘he does not believe that he [Gelsinger] can bring Intel back to the top.’

    There is always the possibility that Intel could change its retirement age, allowing Gelsinger to continue as CEO past 65. In order for that to happen, however, Gelsinger would need to prove that he can successfully turn the company around.

    Only time will tell whether Chang is right.

  • Huawei Sells Its x86 Server Business

    Huawei Sells Its x86 Server Business

    Huawei has sold its x86 server business, another step in the firm’s efforts to insulate itself from sanctions.

    Huawei has been struggling to reinvent itself following crippling sanctions at the hands of the US and its allies. The company has repeatedly been accused of aiding Beijing’s spying efforts, leading countries around the world to ban it from participating in their 5G networks. The US has even taken measures to cut Huawei off from the chips it uses to manufacture its devices.

    The company had previously sold off its Honor brand of smartphones, and has now sold its x86 business to a state-owned company, according to LightReading. The business was struggling to secure enough chips to meet demand, given that it was cut off from buying Intel’s chips.

    Huawei’s founder has said the company needs to pivot to software, a field less likely to be impacted by sanctions. This latest move is another step toward that goal.

  • Meta Adopts AMD EPYC

    Meta Adopts AMD EPYC

    AMD has scored another win over Intel, with Meta (formerly Facebook) choosing the EPYC for its data centers.

    Intel has long had a near-stranglehold on the server and data center market. Even as AMD chipped away at its lead in the desktop market, Intel continued to dominate the server market.

    Recently, however, AMD has been making headway in Intel’s core market, scoring a number of high-profile contracts. Cloudflare chose AMD’s EPYC over Intel’s processors, thanks largely to the higher power efficiency AMD’s chips provide.

    Meta has become the latest company to choose EPYC for its data centers, according to an AMD statement.

    AMD announced Meta is the latest major hyperscale cloud company that has adopted AMD EPYC CPUs. AMD and Meta worked together to define an open, cloud-scale, single-socket server designed for performance and power efficiency, based on the 3rd Gen EPYC processor. Further details will be discussed at the Open Compute Global Summit later this week.

  • Intel Uses Dishonest Tactics in Benchmark Comparing i9 to Ryzen 9

    Intel Uses Dishonest Tactics in Benchmark Comparing i9 to Ryzen 9

    Intel has been called out for using underhanded tactics in its latest benchmarks, which demonstrate the i9 12900K besting the Ryzen 9 5950X.

    Once the undisputed leader in the semiconductor market, Intel has seen its lead eroded by its own missteps, combined with intense competition from AMD and Arm-based processors. CEO Pat Gelsinger is intent on returning the company to its former glory, and the new 12th Gen Alder Lake is a big part of those plans. The company has been touting its performance, especially compared to AMD.

    There’s only one problem: Intel stacked the deck in a big way when benchmarking the chip against AMD’s Ryzen 9.

    According to Notebookcheck Intel allowed its i9 processors to consume 241 W at PL1 while constraining the Ryzen to a mere 105 W, giving the i9 more than twice the power.

    Even worse, Intel conducted the benchmark using an older version of Windows that was known to negatively impact Ryzen performance. Microsoft and AMD have released fixes for the issue, but the benchmark doesn’t reflect that, leading to yet another major performance advantage for the i9.

    Gelsinger has made it clear he wants to rebuild the company’s credibility. Perhaps a good place to start would be honest benchmarking.

  • Intel CEO: Semiconductor Shortage Won’t End Until 2023

    Intel CEO: Semiconductor Shortage Won’t End Until 2023

    Intel CEO Pat Gelsinger had bad news for everyone hoping the semiconductor shortage would end soon, saying it won’t happened until 2023.

    Industries the world over are struggling with one of the worst semiconductor shortages in history. Early lockdowns and COVID outbreaks hurt production at a time when unprecedented numbers of people were transitioning to remote or hybrid work. Between a contained supply and an uptick in demand for laptops, tablets and gaming consoles, the industry has yet to recover.

    Unfortunately, the shortage has spread beyond just the tech industry. Automakers have been struggling to maintain production as a result of not having enough chips to build out their vehicles.

    In an interview with CNBC, Gelsinger said the industry is currently in the worst phase of the shortage, a shortage that will last until 2023.

    “We’re in the worst of it now, every quarter next year we’ll get incrementally better, but they’re not going to have supply-demand balance until 2023,” Gelsinger said.

  • Apple Unveils M1 Pro & M1 Max Chips to Power New Professional Macs

    Apple Unveils M1 Pro & M1 Max Chips to Power New Professional Macs

    Apple unveiled the next evolution of its M1 custom chip architecture, the M1 Pro and M1 Max, delivering up to six times the performance of the M1.

    The M1 challenged the PC industry when Apple first unveiled it. The custom silicon was able to best most Intel chips, while using a fraction of the energy. Apple has now expanded it’s M1 lineup of chips with the M1 Pro and M1 Max, both which significantly improve on the original’s performance, while still offering best-in-class efficiency.

    M1 Pro offers up to 200GB/s of memory bandwidth with support for up to 32GB of unified memory. M1 Max delivers up to 400GB/s of memory bandwidth — 2x that of M1 Pro and nearly 6x that of M1 — and support for up to 64GB of unified memory. And while the latest PC laptops top out at 16GB of graphics memory, having this huge amount of memory enables graphics-intensive workflows previously unimaginable on a notebook.

     

    Apple M1 Pro M1 Max CPU Performance - Credit Apple
    Apple M1 Pro M1 Max CPU Performance – Credit Apple

     

    Both chips have a 10-core architecture, with 8 high-performance cores and 2 high-efficiency cores. While the M1 Pro has a 16-core GPU, the M1 Max ups that to 32 cores. The M1 Pro can be configured with 32 GB of RAM, while the M1 Max can go to 64 GB.

    “M1 has transformed our most popular systems with incredible performance, custom technologies, and industry-leading power efficiency. No one has ever applied a system-on-a-chip design to a pro system until today with M1 Pro and M1 Max,” said Johny Srouji, Apple’s senior vice president of Hardware Technologies. “With massive gains in CPU and GPU performance, up to six times the memory bandwidth, a new media engine with ProRes accelerators, and other advanced technologies, M1 Pro and M1 Max take Apple silicon even further, and are unlike anything else in a pro notebook.”

  • Intel CEO: Previous CEOs Lost Focus on What Made Company Successful

    Intel CEO: Previous CEOs Lost Focus on What Made Company Successful

    Intel CEO Pat Gelsinger isn’t pulling any punches about why Intel has struggled recently, blaming his predecessors for leading the company the wrong way.

    Intel was once the undisputed leader of the semiconductor industry. In recent years, however, it has largely been eclipsed by TSMC, with even long-time rival AMD beating the company’s chips in performance and efficiency. Intel has also struggled with manufacturing issues, unfixable security flaws and more.

    In an interview with Axios, Gelsinger blamed previous leaders for losing the “maniacal” focus on manufacturing that helped make Intel such a powerhouse. The CEO believes much of that was due to previous CEOs not being engineers, as he is.

    Gelsinger wants to turn the company’s manufacturing around so much that if a client needs a million chips on Monday, Intel will have them on Sunday night — a far cry from the company’s recent inability to deliver enough chips to keep customers happy.

  • Apple Will Dominate Arm-Based Laptops in 2021, With 80% of Market

    Apple Will Dominate Arm-Based Laptops in 2021, With 80% of Market

    New research indicates Apple will dominate the Arm-based laptop market in 2021, capturing roughly 80% of the market.

    Apple upended the computer industry when it released its M1 custom silicon. Based on chips Apple has used for years in its iPhone and iPads, Apple’s custom silicon is ultimately based on Arm designs. Unlike Intel and AMD, Arm creates semiconductor designs and licenses them to other companies. Apple has the broadest license, one that allows it to heavily customize Arm’s designs.

    The M1 chip has been a smashing success, allowing Apple to rivalIntel’s fastest chips, while at the same time offering superior thermal characteristics and battery life. The M1 has been so successful that other manufacturers are debuting their own Arm-based hardware.

    Other companies will be playing catchup for some time, however, with Strategy Analytics predicting Apple will take 80% of the Arm-based laptop market.

    “Apple and MediaTek seized the initiative in the Arm-based notebook PC processor market,” said Sravan Kundojjala, Associate Director of Handset Component Technologies. “Apple will capture almost 80 percent revenue share in 2021, driven by its Apple Silicon M1. MediaTek, on the other hand, will rank number two, thanks to its early leadership in the Arm-based Chromebook PC processor market.”

  • Brexit May Have Cost the UK an Intel Factory

    Brexit May Have Cost the UK an Intel Factory

    Intel has ruled out the possibility of building a factory in the UK, thanks to Brexit.

    Chipmakers and governments are looking to expand semiconductor production outside of Asia. The COVID-19 pandemic demonstrated the danger of having the bulk of the world’s chip supplies coming from a single region. As early lockdowns impacted production, companies around the world struggled to meet demand for laptops, tablets and phones. Multiple industries are still dealing with a semiconductor shortage that had its start in those initial weeks.

    Multiple companies, including Intel, have been opening new foundries outside of Asia in an effort to better insulate production. In addition to two new foundries in the US, Intel has been looking to open a new factory in Europe.

    CEO Pat Gelsinger ruled out any chance of a UK factory, attributing the decision to Brexit, according to BBC.

    The “UK would have been a site that we would have considered,” Gelsinger said, before adding, “Post-Brexit… we’re looking at EU countries and getting support from the EU”.

    Economists and experts warned that Brexit could cost the UK business. Intel is one of the most high-profile examples of that prediction coming true.

  • White House Wades In As Chip Crisis Poised to Cost Auto Industry $210 Billion

    White House Wades In As Chip Crisis Poised to Cost Auto Industry $210 Billion

    The White House is discussing the ongoing semiconductor crisis with companies as the auto industry is poised to lose $210 billion in revenue.

    The semiconductor crisis has taken a major toll on the auto industry, with manufacturers around the world being impacted. For example, GM recently announced it would shut down most of its American plants as a result of the shortage, and had previously said it would ship some 2021 trucks without their full complement of chips, leading to 1 MPG less than previous models.

    Companies are taking various measures to ease the shortage. Intel has said it will start producing chips for the auto industry, but warned it would take months before its first chips were produced.

    In the meantime, a report from AlixPartners is warning the crisis will cost auto makers $210 billion in revenue in 2021, exacerbated by a COVID-19 outbreak in Malaysia, a main hub for automotive semiconductor manufacturing.

    “Of course, everyone had hoped that the chip crisis would have abated more by now, but unfortunate events such as the COVID-19 lockdowns in Malaysia and continued problems elsewhere have exacerbated things,” said Mark Wakefield, global co-leader of the automotive and industrial practice at AlixPartners. “Also, chips are just one of a multitude of extraordinary disruptions the industry is facing—including everything from resin and steel shortages to labor shortages. There’s no room for error for automakers and suppliers right now; they need to calculate every alternative and make sure they’re undertaking only the best options.”

    At the same time, the White House is engaging with companies in an effort to determine what measures can be taken to ease the crisis. According to TheStreet, executives from Apple, Ford, General Motors, Intel, Microsoft and Samsung were expected to attend a meeting at the White House Thursday to discuss the issues.

    Unfortunately, in the short term, there appears to be no quick fixes or easy answers to the problem.

  • AMD Ready to Manufacture Arm Chips

    AMD Ready to Manufacture Arm Chips

    AMD is ready to manufacture Arm chips, despite it being a competing platform.

    AMD, once firmly in second place behind Intel, has been making major headway in the semiconductor industry. Recent generations of its chips have surpassed Intel, both in performance and energy consumption.

    Arm, on the other hand, is the undisputed champion of the mobile world, powering smartphones and tablets for most of the major manufacturers. With Apple switching its Mac platform to its Arm-based M1 chips, the company is poised to make major inroads in Intel and AMD’s traditional stronghold. Unlike AMD or Intel, Arm creates semiconductor designs that other companies manufacture — and in some cases customize — for their own use.

    Despite being a competing platform, AMD appears ready to manufacture Arm-based semiconductors, should its customers want it.

    “But I’ll tell you from my standpoint, when you look at compute solutions, whether it’s x86 or ARM or even other areas, that is an area for our focus on investment for us,” AMD CFO Devinder Kumar said, according to Tom’s Hardware. “We know compute really well. Even ARM, as you referenced, we have a very good relationship with ARM. And we understand that our customers want to work with us with that particular product to deliver the solutions. We stand ready to go ahead and do that even though it’s not x86, although we believe x86 is a dominant strength in that area.”

    With TSMC recently announcing it was raising its prices by the biggest margin in a decade, AMD may well be able to build a successful business manufacture Arm designs for its customers.

  • TSMC Set to Raise Prices

    TSMC Set to Raise Prices

    TSMC is preparing to raise prices on its chip production, a move that will have a global impact on the price of electronics.

    TSMC is already the world’s most important semiconductor manufacturer. The company builds chips for Apple, Intel, Samsung, Qualcomm, Nvidia and others. As a result of its size and economy of scale, the company has been slower than its smaller rivals to raise prices, but that appears to be changing.

    According to Nikkei Asia, TSMC is preparing its biggest price hike in a decade, driven largely by the company’s commitment to increased investment over the coming years. TSMC has previously promised to spend $100 billion over the next three years, and is looking to pass some of that expense on to its clients.

    According to Nikkei, response to TSMC’s decision has been mixed.

    “We are glad that TSMC eventually adjusted prices so that it could fend off the practice of double-booking, when industry players race to secure enough chip production capacity during a shortage,” K.S. Pua, chairman and CEO of Phison Electronics, told Nikkei.

    “We are still short of supplies and want more chip capacity to support our growth for the second half of 2021,” Pua said.

    Others were less enthusiastic.

    “We are all in a great shock and all of our account managers need to speak to our customers to see if we can renegotiate some of the contracts,” another chip executive told Nikkei. “We haven’t seen TSMC introduce such a broad rate increase in over a decade.”

    Either way, it’s a safe bet that some of the most popular phones, tablets and computers may be at least a little more expensive over the next couple of years.

  • Chip Shortage Shuts Down Almost All GM’s North American Production

    Chip Shortage Shuts Down Almost All GM’s North American Production

    GM is shutting down production at almost all of its North American plants as a result of the global chip shortage.

    The COVID-19 pandemic has led to a global semiconductor shortage. Initially, it started as a result of production delays from lockdowns and quarantine, and was exacerbated by increased demand for computers, tablets and consoles, as well as GPUs for crypto mining.

    The auto industry has been particularly hard hit, with almost every major manufacturer slowing or halting production as a result of the shortage. GM had previously announced it would ship some 2021 trucks without their full complement of fuel economy chips, leading the vehicles to get 1 MPG less than previous models.

    Now GM is halting production altogether at most of its North American plants. According to Detroit Free Press, production will continue in Arlington Assembly, Flint Assembly, Bowling Green Assembly and part of Lansing Grand River Assembly. All other plants, however, will halt production.

    Chipmakers are working hard to increase production, with even Intel pivoting to making automotive chips in an effort to help ease the strain. Unfortunately, it will still be some time before supply catches up to demand.

  • Cloudflare Pivots Way From Intel in Next-Gen Servers

    Cloudflare Pivots Way From Intel in Next-Gen Servers

    Cloudflare is the latest company to ditch Intel, announcing it will not be using the company’s processors in its next generation servers.

    Cloudflare’s content delivery network (CDN) and security services are used by some of the biggest names on the web. The company’s servers handle some 25 million HTTP requests every second. As result, Cloudflare chooses the technology it uses very carefully.

    When the company evaluated processors for its 11th generation servers, it evaluated Intel, AMD and the Ampere Altra ARM architecture. Cloudflare found that Intel’s latest Ice Lake Xeon processors matched AMD in performance, but their “power consumption was several hundred watts higher per server – that’s enormous. This meant that Intel’s Performance per Watt was unattractive.”

    In contrast both AMD and Ampere both made the company’s shortlist. Cloudflare ultimate went with AMD’s 64 core EPYC 7713, which provided roughly 29% better performance, while maintaining similar power consumption and thermal levels as the previous generation.

    Cloudflare’s revelation is a blow to Intel as the company is struggling to regain its former dominance in the semiconductor industry.

  • Intel Wins Pentagon Contract for US-Made Chips

    Intel has won part of a $100 million contract to build US-made chips for the Pentagon, a win for the company’s upcoming foundry division.

    The Pentagon has specific semiconductor needs, needs which security concerns dictate be met by US companies. Intel is currently the only US-based chipmaker that designs and manufactures its own chips, making it a logical choice for the Pentagon’s efforts.

    The company announced in March that it would be investing $20 billion to build two new foundries in Arizona. Intel has also been rumored to be interested in buying GlobalFoundries in an effort to further boost its chipmaking business. The company clearly wants to challenge TSMC, not only building its own chips, but building chips for outside customers.

    The Pentagon’s contract is sure to boost those efforts. Although it’s not clear how much of the $100 million is apportioned to Intel, the company is clearly critical to the Pentagon’s efforts. Intel Foundry Services will work with IBM, Cadence, Synopsys and others to support the Pentagon and US government’s needs.

    “The RAMP-C program will enable both commercial foundry customers and the Department of Defense to take advantage of Intel’s significant investments in leading-edge process technologies,” said Randhir Thakur, Intel Foundry Services president. “Along with our customers and ecosystem partners, including IBM, Cadence, Synopsys and others, we will help bolster the domestic semiconductor supply chain and ensure the United States maintains leadership in both R&D and advanced manufacturing. We look forward to a long-term collaboration with the U.S. government as we deliver RAMP-C program milestones.”

  • TSMC Is Now Asia’s Most Valuable Company, Leapfrogging Tencent

    TSMC Is Now Asia’s Most Valuable Company, Leapfrogging Tencent

    TSMC has passed Tencent to become Asia’s most valuable company, a testament to TSMC’s ascendance and Tencent’s troubles at home.

    Taiwan’s TSMC has become the leader in the semiconductor industry, manufacturing chips for everyone from Apple to Intel. The company is widely considered to have a healthy lead technologically, making it that much harder for its competitors to challenge its position in the market.

    In the meantime, Tencent has been facing challenges in its home country of China. The company is behind a number of popular mobile games, such as PUBG Mobile and COD Mobile, but China has been critical of the impact of video games on young people. Being under the government’s scrutiny has been enough to blunt Tencent’s value, creating further opportunity for TSMC to pass it.

    According to CNBC, TSMC is now worth $538 billion, as opposed to Tencent, which is worth $536 billion.

  • Intel Giving Employees $250 to Get COVID Vaccine

    Intel Giving Employees $250 to Get COVID Vaccine

    Intel is ramping up its efforts to encourage its employees to get the COVID vaccine, offering a $250 incentive.

    Companies are increasingly rolling out vaccine mandates for their employees as the Delta variant continues to surge around the world. While Intel has not yet gone that route, it is trying to encourage as many as possible to get vaccinated, sweetening the deal with $250.

    Brahm Resnik, a reporter in Phoenix, Arizona, tweeted a copy of the email CEO Pat Gelsinger sent to employees.

    “I am urging you to get a COVID-19 vaccination when it is available in your area,” Gelsinger wrote. “Provided it is possible for you, this is an act that will keep you, your family, your colleagues, and your community safer. I’m a data guy and the data shows that vaccination is a critical element in ending this pandemic. The risk of infection among vaccinated individuals is reduced about three-fold, and the risk of severe disease or death is reduced by ten-fold or greater.” 

    The company is offering a $250 “thank you” to any employee who gets vaccinated, or has already done so. In addition, Intel will provide hourly employees a geo-adjusted $100 food voucher.

    In a recent address, President Biden urged companies to offer incentives of $100 to motivate employees to get vaccinated. Intel is obviously going above and beyond in its efforts.