Coming up with new and hip brand names isn’t an easy task, that is unless you take the easy road and just stuck “I” in front of everything. For those most part these days marketing departments are finding all the reasonably catchy buzz words have been snatched up, and much to the surprise of AMD, so was Fusion. According to Arctic (formerly Arctic Cooling), the brand name Fusion is already used to promote the companies power supplies, and the trademark was acquired long before AMD came along.