Devils canyon is more than marketing gimmick. It is pure lying from Intel.
Intel said that the chips crossed 5.5GHz on air during the open competition. This is false. I asked Intel in public for the proof/submission of the OC, and they gave me none, because air cooling was not used. All 'professional' tech sites did spread the over-5.5GHz-on-air lie, except one site, which (mentioning me) stated that all records used either water or LN2.
Since then we have seen the professional reviews of devils canyon and their inability to get 4.6GHz stable on air or 4.8GHz with water... but none of those sites mentioning the over-5.5GHz-on-air lie. And most forums silent.
But if AMD had made only a half of that, you would see the strong reaction in the press and in the forums. I still recall the ridiculous noise in some forums when AMD released the Centurion chip and advertised it as 5GHz chip, when that was the turbo frequency (4.7GHz base). I recall fanboys promoting a ban of the new AMD products because according to them AMD had violated certain European laws only in their imagination. Pathetic.