Unthinkable as it might seem to ATI fanbois, AMD has conducted its own internal research & come up with 3 reasons on the impending demise of ATI:
1) AMD brand preference triples when the person surveyed is aware of the ATI-AMD merger.
2) The AMD brand is viewed as stronger than ATI when compared to graphics competitors (presumably NVIDIA).
3) The Radeon and Fire Pro brands themselves (without ATI being attached to them) are very high as is.
Short answer: No more ATI Radeon or ATI FirePro, just pure Radeon or Firepro.
Now ATI were the original graphic guys & AMD was a nonentity in the graphical space. Then they bought ATI lock, stock & barrel.
Sure, you can do whatever you want with what you have bought. So they're doing away with what was the identity of the original. Because apparently ATI brand has become redundant & disposable. So thank you, bye bye ATI, says AMD.
Maybe it's just me but the whole thing does sound a bit morally twisted.