Under the Hood top Intel talking topic

CHIPZILLA CAUSED quite a buzz amongst the international journalists here after it gave us a preview of its marketing technology under the title Under the Hood.

For British readers, hood is the US word for bonnet, while trunk here is our boot.

Every hack we talked to chatted excitedly about the room devoted to Under the Hood, mostly to the effect that we didn't understand what Intel was trying to show us.

The firm said that in a few minutes it would show us a video but in the meantime we could go round the room and talk to the Hood techies. But we found that when we tried to approach them, we were told in no uncertain terms to get on our bikes, and we wouldn't be able to understand what they were doing until we'd seen the video.

One minute of a dizzying blonde talking about Under the Hood was enough for us to realize we couldn't take any more of this, and so we made our excuses and left.

Intel is describing itself as the leader in ecosystems at this year's show, and as Rupert Goodwins pointed out, it's just broken the metaphor.