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you watch TV here in the U.S.,
you've probably seen at least one of the commercials from IBM for their
"go green" campaign. There is a story thread that spans a few
of these, here is part of it:
(if you can't see the above video, it's at http://www.youtube.com/watch?v=VSNFE6eUjfY)
If you can get past your admiration of the acting here, this
does make a good point. Reducing energy consumption is more than just a
care-about for “tree huggers”, it is good for business in the long run.
It usually requires an up-front investment, but it is one that pays off.
This also applies in chip design. Using techniques to
reduce power may cost you up-front in terms of schedule – you have to figure
out your power architecture, take it into account during synthesis and
implementation, and of course verify it all the way through the flow – but it
pays off. That payoff can take different forms. Maybe you can use a
cheaper package. Or not need to use an expensive heat removal
device. Or maybe it just makes your product more competitive or
cost-effective for customers, winning you business. Even that Brian
Dennehy-wannabe boss in the commercial starts to see the benefits. After
all, he may not care about hugging trees, but if those trees have money on them
he’ll see them in a new light.