( ESNUG 574 Item 1 ) -------------------------------------------- [06/13/17]
Subject: Helic's accidental pre-DAC marketing attack on Anirudh's Pegasus
ACCIDENTAL WAR: Whenever I do an email blast out to the 45,000 subscriber
DeepChip mailing list, I get a spate of (typically cynical) short one-line
replies back (which I call "snarkies") from chip engineers commenting on
something specifically mentioned in that email bast.
The weird thing was last Tuesday, I published this:
Badru replies to Cooley's "Cheeky" question about Catapult "noise"
http://www.deepchip.com/items/0572-05.html
Jason Xing unhappy his ICScape ALPS SPICE was forgotten last year
http://www.deepchip.com/items/0572-06.html
Cliosoft, Indago, Blue Pearl, Magillem, Runtime, Breker, Frontline
http://www.deepchip.com/items/dac16-10.html
As expected, I got the normal "snarkies" about Catapult, and SPICE, and
Cliosoft, and Breker, and Runtime... Yet also I got weird "snarkies"
about the devil, angels, and Helic Yorgos vs. Cadence Anirudh???
Huh? Catapult, and SPICE, and Cliosoft, and Breker, and Runtime all have
*NOTHING* to do with devils, nor angels, nor Yorgos, nor Anirudh...
... but when I noticed the banner ads on that DeepChip page, I suddenly
got it. The readers saw these brand new "Devil" Helic banners as pre-DAC
attack ads against Cadence's "angelic" Pegasus campaign! (Oops.)
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My money is on Anirdh. Yorgos is evil, but Anirudh is eviler.
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Go Helic.
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Yorgos has some balls to go after Cadence's angel ad campaign.
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Bravo to Helic.
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I like the Good vs. Evil theme of DAC this year.
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John - Why is an extraction start-up like Helic going
after the Cadence Pegasus DRC tool?
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In devils vs. angels, I always bet on the devil.
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Helic Devil is the most inventive EDA banner I've seen in decades.
Why must EDA ads be so bland?
Why do we only get the 3rd string marketing talent?
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We are in EM Hell. Perhaps we should talk to Helic.
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Is that Helic devil a real person or a CGI creation?
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Anirudh got buuuuuurned! (The Helic devil got him.)
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Which is more strange? Cadence using angel's wings to sell its
Calibre knock-off? Or Helic using the Devil to mock Cadence?
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Was that devil photoshopped from Aart when he was in his 20s?
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Helic is based in Greece. It should be HADES, not HELL.
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Like Helic
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In der Not, frisst der Teufel Fliegen.
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Everyone is someone else's Devil.
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Doesn't the Lucifer have horns? Why no horns?
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I saw that Helic Devil in the SF Pride Parade last year.
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Does Helic R&D write their C++ code in the Greek alphabet?
Wouldn't it be written in Kappa++ code instead?
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I'm pretty sure most of EDA is part of Satan's plan to make
engineers' lives miserable. Every now and then, I find a tool
that works well (like Tweaker from Dorado). Alas, that is
the exception rather than the rule...
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The devil is in the details
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WRONG TARGET: What's weirder is yes, Helic is targeting some EDA biggies;
but it's going nowhere near Cadence's (nor Mentor's) DRC/LVS tools.
Instead, despite this marketing mix-up, Helic is doing something far
crazier. Instead, Yorgos is going after Aart's Primetime-SI franchise in
crosstalk delay and noise -- by Helic doing clever RC-extraction...
... the very niche where Isadore Katz of CLK-DA just went out of business
3 months ago trying to do. How delusional is Helic to try this now???
- John Cooley
DeepChip.com Holliston, MA
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