"Turion", just like Centrino, in many ways, is a marketing ploy, though AMD is granting more flexibility to the OEMs.
Nice spin. Let me translate from droidish - unlike Intel
AMD can't provide OEMs all the bits and pieces - like an
associated chipset for example. OEMs have the "flexibility"
to go off and try to find parts for the rest of the system
on their own.