It has been shown to be a poor business decision to remove established name branding from the market. AMD is buying a market and there is likely more to this business deal than is publically known. I expect two added advantages to come out of this, the first would be a more seamless integration between the CPU and the GPU, and the second (more speculative) could be the designed load shifting of math intensive process from the CPU to the GPU - much as we are starting to see with Folding@Home.

This is all speculation on my part, but I could see this happening.