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The way that it really works in Europe is that you pay for your phone over the course of your contract. For example, if you want a phone that is $600 and you are on a 3 year agreement, you pay $16.67 as a line item on your monthly bill to pay for the cost of the phone. That's much better than the hidden subsidy cost that most (if not all) North American carriers provide.
So to quote from the FULL article "I do not believe that AMD wants to get back the performance crown at this time, namely because they do not have a design that is head and shoulders above what Intel currently has. So they are content to be 2nd best, and keep Intel in sight in terms of performance and features." -- even the person writing the article contends that AMD is not on par but wants to keep intel in sight. Further, if you read the article again, there is no mention of benchmarking or any real world comparison of the AMD chip and the intel chip as you have asserted.
So looks like you're the "fanboy retard" that could learn something from following your own advice.