AMD Appropriating MSFT Trademarks?

AMD’s introducing a marketing initiative branded as Live! which incorporates their Windows Media Center-centric offerings.  Microsoft recently introduced live.com, and branded some of their services under the name Windows Live, Windows Local Live, etc.

Interestingly, after Microsoft came up with the Windows XP name, AMD introduced the Athlon XP.

AMD’s Live! coincidentally(?) rhymes with Intel’s media-centric offering VIIV, as well — though it’s not obvious how the hell to pronounce that unless you’re told.

Back in the 486 days, AMD was the copycat, trailing Intel by copying (though improving upon) Intel’s architecture.  I’d thought that they had taken the initiative, stepping out of the shadows.  Personally, I’m disappointed by this announcement.