so does this mean the industry is gona adopt the 5v being converted by MB and not the psu?, psu might get cheaper? mb more expensive?! o_O I know there was talk about this a while ago, i didn think it would actual happen so soon

I don't know if it will be a success for home market, but it is a technology that is successfull in industrial world for years. It make possible smaller PSU and everything that is claimed in this article, this is a very good point, isn't it? The only bad thing is that it is Intel... as the BTX form factor and more commercial fail... We will see what happen...

How is an improvement of 30% in energy efficiency even possible? If the normal PSU takes 12V to make 5V and 3.3V then the mainboard does the exact same thing as the PSU does, only difference is the location where the power is converted. If the normal PSU takes mains power to make 5V and 3.3V directly, then the PSU does not have the loses from first making 12V and then 5V and 3.3V after that, like the mainboard does, so that is a plus for the regular PSU in efficiency compared to mainboard. They must be comparing with a super bad PSU with lower then bronze rating to get a 30% higher energy efficiency. The "23% reduction in power consumption during high-load scenarios" is also weird because the only thing that really uses power in high-load scenarios is the 12V CPU and PCI-X power and they have very little to do with the onboard 5V and 3.3V anyway. This smells very much like a Intel marketing best use case for super small laptop chipped desktop PC with onboard GPU to get a power difference that high. My Asrock AM1 mainboard only needed a 12V power brick and produced the remaining 5V and 3.3V onboard, ironically the onboard converter died when I connected 2 HDD and a bluray drive to it, so had to connect a normal ATX PSU with 24pins and the mainboard worked again.