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I've been curious, if this is true, why hasn't intel moved the goalpost for 7nm and declared victory, rather than the constant black eye of not having achieved that "marketing" number for years?

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That's what they did; the current Alder Lake is on "7" (not 7nm, just 7).

They have agreed a formula along the lines that faster, new generation chips get named as if the previous convention had continued.

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