Advanced Micro Devices Inc (AMD)

[chipguy]

Shouldn't you mention what happened to FX32! and Alphas?

Yes. A financially weak company touting the advantages of
its newer 64 bit architecture tried to overturn Intel's massive
momentum with 32 bit x86 running Windows but failed. That
despite having a temporary sizeable performance advantage
over Intel in running 32 bit x86 apps.

You are right. This story holds some eery parallels with
AMD's ambitions with AMD64. :-P