AMD's CEO, Hector Ruiz recently spoke at Oracle's OpenWorld conference. He had a few predictions to report - including a 'seismic shift in the balance of power in both the chip industry and the world of IT as a whole, with influence shifting from vendors to users.' CHOICE seems to be the buzz word. "We're entering a new era in microprocessor technology where the new phenomenon is choice," said Ruiz. "It'll be the single greatest transfer of power the industry has ever seen from vendor to customer." "Of course, increased customer choice comes at a price. Users will have to make more technology decisions and will have "more confusing advertising claims to sort through," Ruiz said. One of his responsibilities as head of AMD will be to ensure that customers have "an honest choice," he added." One of the highlights of his address? "A spoof on the movie "The Matrix," always a favorite of technology companies, Ruiz showed a video clip featuring himself playing the role of the film's teacher Morpheus who educates the Neo character, or in this case, a customer called "ITo" on what's really going on in the world."