There's that word again. An Intel marketing exec. today tells the Times the company's latest chip, Penryn, will make videos on sights like YouTube "addictive."

The chip is half the size of its predecessor, and "switches more quickly, requires less switching power and leaks less current than that previous transistor," the Times says.

Technology companies, particularly online gaming producers, have been using the same addiction model advertisers have been using for decades. By improving the quality of net videos to match that of high definition television, Intel is promising Google and Microsoft their content will be impossible to resist.