So, which one is the better graphics board company? Diamond or Creative? Let's get Creative out of the way first. Creative is, and will probably continue to be, an audio company that happens to have a graphics business unit. The company is an efficient distribution machine, and capable of filling more shelf-space than any vendor of add-in cards of any kind, anywhere. But, every acquisition, every big push, every initiative of note from Creative is making noise for audio.

I don't for one minute believe that Creative really likes graphics. Margin pressures, machinations in the chip industry, and a lack of good IP means that despite the mountain of cash sitting in the company's Singapore coffers, Creative would be hard-pressed to buy into a graphics chip company. There isn't one to its liking, other than Nvidia, and Nvidia is run by an extremely aggressive and charismatic leader, a man who would probably chaff under the Creative yoke, unless he were to be running Creative itself. Not likely. I could be wrong, but I always say that to appear humble. Maybe I am tempting fate. Hmmm.

Better still for Creative, the company could continue to make Diamond's brand less of a factor in the graphics market. Creative can do this because, it has more retail outlets, more money, and invests less in its graphics products. No fancy shmansy driver development in the graphics business for Creative. Just make sure the thing works, and its somewhere that consumers can see the box and take it to a cash register. Anywhere in the world. The graphics board business is not brain surgery, but like all simple things, it takes a lot to master it. Creative has mastered the distribution side because it has a lot of experience based on its experiences in audio.

Diamond, unfortunately, has continued to stumble and sputter, despite sitting pretty on top of the heap as the most recognized brand in graphics. Execution has been a problem for Diamond. Whether its over-stuffed channels, over-stuffed product lines, or just a lack of an answer to Creative's push into the market. Diamond needs a big re-think. Now, I could be humble here, again, and I apologize in advance, but I have to say, it isn't going to happen. For some reason, Diamond has steadfastly refused to position itself out of the reach of its competitors in the graphics market.

Diamond needs to do graphics for real, or not. Like I said, earlier, Creative is an audio company. That's' really what they do best, and they stick to it religiously. No relenting. Diamond is, by all accounts, at least 70 per cent graphics, but it's a mish-mash of divisions and ideas that don't quite gel except in a PowerPoint presentation. To be fair, had 3dfx and Diamond agreed to partner, which is something they both explored prior to STB coming on the scene, things would have been very different. But, the personalities of both companies' CEOs clashed, whether openly, or in private, leaving the door open for the more accommodating management at STB. Ancient history. Diamond may have lost its one shot at escaping from Creative's gravitational pull.

So, I could say, Diamond's ability to make the right moves is subject to debate, and they need some serious strategic maneuvering right now. The graphics board business is not going to get any easier. As if that's not enough, the company's Rio faces an onslaught of MP3, and Internet music competitors, with the specter of Creative's Nomad looming on the horizon. As for modems, and communications, Diamond's Supra division has potential, but it still pales as a revenue generator next to graphics. Then, there are things like home networking, the RioPort.com Web site, and Monster Sound. But, despite all of that, Diamond can't out maneuver Creative without compelling and proprietary 3D silicon.