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Why Won't Intel Just Tell the World It Doesn't Suck?

Stocks in this article: INTC NFLX AAPL

I don't know anything about silicon. Zero. And I told him that. He said: "That's exactly what we need. We need someone who doesn't understand silicon. We need someone who has launched services, who has worked in a content environment, and who can help bridge that gap.

From the above-linked gigaom article, that's Intel Media President Erik Huggers speaking about his job interview with Otellini.

Intel Media is a "top-secret" start-up-like entity within Intel leading efforts to break into the living room with a television set-top box. The question, according to Roettgers, is will the new Intel CEO champion media services as a major part of the company's future?

I have my opinions about Intel's living room ambitions. I'm still bearish. But that's fodder for another article.

From a bigger picture, philosophical standpoint, I like what Intel is doing. I want to be wrong about the company. In fact, I have always prefaced Intel criticism with qualifiers: It pains me to be so bearish a company for which I have had great respect.

I just wish Intel would tell the world what it's up to. That it's not destined to be a not-so-slowly eroding, our-dividend-yield-will-save-us blue chipper.

Intel can write off its secrecy to the competitive process, but that's garbage. We all know what they're trying to do in the living room anyhow. A lack of early aggression stinks like a lack of confidence. And "leaks" are just plain stupid.

If you think Apple (AAPL) has no clue in the living room and you're hiring content people to beat them at their own game, excellent, give us the goods ... now!

Like at the upcoming Consumer Electronic Show (CES), which TheStreet's Chris Ciaccia will be covering live from Las Vegas.

--Written by Rocco Pendola in Santa Monica, Calif.

Rocco Pendola is TheStreet's Director of Social Media. Pendola's daily contributions to TheStreet frequently appear on CNBC and at various top online properties, such as Forbes.
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