POSTED BY

Rob Beschizza

AT 8:29 AM
Tuesday June 9, 2009

Computers • Design

decomatic • intel

How a case modder tricked Intel and made a PR competition interesting

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In 2007, top case modder Jeffrey Stephenson sneakily entered Intel's Core Challenge design contest. The competition seemed mostly about promoting mass-produced "Viiv" machines from Intel's partners, and wasn't open to individuals. But Stephenson very nearly won it with the Art Deco-styled Decomatic HTPC.

I had used the name Slipperyskip Computers before when dealing with companies that don't deal directly with the public. Innocent stuff. Just knocking down doors to talk to potential sponsors and such. Some of this Slipperyskip Computers stuff had already leaked out onto the Internet and was Googlable. I needed more so I conspired with some sympathetic friends in the media to do some more seeding.

At this same time I reworked my website by temporarily changing the name and tags. I also got rid of all my Google Ads. The contest required that you file a formal application by the end of the year in order to compete. Jeffrey Stephenson, President of Slipperyskip Computers did so in a timely manner. ... I wanted to wave the Case Modder's flag, embarrass Intel for stupid thinking and maybe crush a few "professional" designers egos for a bonus.

The Decomatic was picked by Intel to go into the final 10. Intel put its marketing stickers all over it for publicity shots. Stephenson complained about the stickers and Intel discovered the ruse. Despite scoring highly in voting, the Decomatic failed to beat out stunning designs like the following, one of the winners:

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Classic lines.

A third design, not entered into the public vote, was eventually selected as the winner. In its story on the competition, however, the Wall Street Journal ran a pic of the Decomatic.

Read the full story at the Bit-Tech forums.


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6 Comments

zikman

#1 – 9:28 AM June 9, 2009

I would pay more for his design sans intel stickers

hence, I am a mac owner.

bardfinn

#2 – 9:36 AM June 9, 2009

ZIKMAN: I read the article; Intel slapped their stickers on his case higgledy-piggledy, he reports. Bleah.

styrofoam

#3 – 10:03 AM June 9, 2009

That brings up a question- how does Apple avoid the dreaded intel stickers? I think it might be a subsidy per processor that's provided by intel if the sticker is applied. Maybe Manufacturers have to do an all-or nothing subsidy, and can't buy some CPUs with and some without. This would
be a chance for Dell to use their gamer rigs as a stickerless OEM.

-Nate

I know Microsoft apparently requires OEM stickering, based on the Dell mini-book. That's a friggin shame. The bottom of a PC laptop is a disaster. (And I happen to think that the rest of the laptop is quite servicable, in most cases.)

Kenneth Extension

#4 – 10:33 AM June 9, 2009

@3: OEMs are indeed generously compensated for the liberal use of Intel marketing materials, both in their advertising and on their products, but it's an optional thing (though I have no idea *how* optional).

So, either Apple doesn't need the money (or feels sticker-free Macs are worth the extra $), or Intel has made an exception for Apple (unlikely).

You may recall that a journalist, Bob Keefe, asked Steve Jobs the same question perfectly valid question at an Apple event in 2007, and he (the journo) was roundly lambasted for being such a STUPID DICKWAD JACKASS APPLE HATER!11! (or words to that effect, and that's a whole other fascinating story — see http://tinyurl.com/lsofhp)

The thing is, Steve Jobs didn't actually answer the question and so we still have no idea what the actual arrangement is between Intel and Apple...

Kenneth Extension

#5 – 10:34 AM June 9, 2009

Arg, and by "Bob Keefe" I mean "Rob Enderle", obviously. It's been a long day...

styrofoam

#6 – 11:44 AM June 9, 2009

You were right the first time.
Bob Keefe asked the question. Bob Enderle posted about bob asking the question.

And it's a valid question. Is apple 'getting a free pass', or are they paying more per processor?

I worked at Gateway in the mid '90s, and I remember discussions around the processor subsity, but nothing detailed. They're the first thing that come off of a laptop I purchase.

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