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AMD isn't leading this crusade out of a sense of altruism. Its real gripe is that MM07 gives Intel, its archrival, an unfair advantage. AMD claims MM07 was created in Intel's labs and rigged so that Intel chips would outscore AMD chips, since AMD chips draw more power when idle. (AMD says that in real-life usage, laptops using its chips perform comparably to Intel's.) AMD also points out that the president of BAPCo happens to be the head of performance benchmarking at Intel.

Intel says this is all hogwash. An Intel spokeswoman says that just because the consortium's president is an Intel exec doesn't mean Intel has special influence. Meanwhile, she can't resist taking a crack at AMD: "You will often find that companies who are behind in performance sometimes challenge independent and standards-based benchmarks," she says via e-mail.Dell Latitude E6400 AC Adapter Dell Latitude E6500 AC Adapter 

Intel and AMD are the Bickersons of the computer industry, with AMD always complaining that Intel is cheating, and Intel always responding that AMD should quit being such a crybaby. But lately AMD has been landing some punches. In May, European antitrust regulators smacked Intel with a $1.45 billion fine, Dell Inspiron 5100 Battery, claiming Intel used unfair tactics to bully AMD. (Intel plans to appeal.)

Meanwhile, out in the marketplace, the crazy battery claims persist. Dell says its $2,000 Adamo notebook will run for more than five hours, but The Wall Street Journal got only two hours and 44 minutes. Apple claims eight hours of battery life for its $2,800 17-inch MacBook Pro, but CNET got only four hours and 14 minutes. This stuff is so pervasive that professional reviewers see company-generated battery-life claims as a joke.Dell Inspiron 1100 Battery, Dell Inspiron 5100 BatteryDell Inspiron 600m Battery "The rule of thumb is that in real-world use you get about 50 Dell Inspiron e1505 AC Adapter Dell Inspiron e1705 AC Adapter Dell Latitude E5500 AC Adapter percent of rated battery life," says Mark Wilson, associate editor at Gizmodo. "It's not that companies are lying, but they're stacking the deck in their favor. [Their claims] are misleading to the general public." That's something to keep in mind next time you're out shopping for a laptop.

Laptops score big numbers because they're tested with screens dimmed to 20 to 30 percent of full brightness,Dell Inspiron 1100 Battery, Dell Inspiron 5100 BatteryDell Inspiron 600m Battery the Wi-Fi turned off and the main processor chip running at 7.5 percent of capacity—just like those cars idling downhill. Techies and industry insiders have long known that official battery-life claims are pretty much worthless. But regular folks don't. As a result, some are getting pushed toward pricier machines by sales reps who tell them they'll get an extra hour of battery life. Those customers may be paying a premium and getting nothing. "There's only three endings to this story," says Patrick Moorhead, a marketing vice president at AMD. "Either the industry regulates itself, or the FTC steps in and regulates us,Dell Inspiron 1100 Battery, or we get hit with a class-action lawsuit. I suggest the industry go with the first option."Dell Latitude D620 AC Adapter Dell Latitude D630 AC Adapter Dell Latitude d820 AC Adapter

AMD is recommending computer makers adopt a new way of measuring battery life, using two states: "active time" and "resting time," similar to the way cell-phone makers describe the "talk time" and "standby time" of a phone. A Dell executive says that approach makes sense, and that the company is considering providing customers with information beyond the MM07 scores. "Customers expect the advertised battery life to reflect the way they really use the product," says Ketan Pandya, head of AMD-based products at Dell.