Here's their logic behind the rebranding, the ATI name is well known and has a strong association with graphics products. So why ditch those three little letters now, when they've taken AMD so far? The company is promoting a Fusion future , and pushing a new kind of product. By bringing all their components under a single company name, it’s likely that AMD is hoping to alleviate confusion among consumers. And by keeping the Radeon and FirePro lines, AMD’s market research says they get to hold on to the brand recognition that ATI developed.
On another note, it seems that the upcoming APU products are undergoing a name change of their own, as “Fusion” will be going the way of the “Nintendo Revolution.” Instead of continuing under the banner we’ve known them by, AMD’s APUs will be consolidated under the AMD Vision branding introduced last fall.