Creative License

…”When you’re playing games, the Auzen X-Fi Prelude soundcard will output the best 3D audio and latest EAX effects. And when you’re listening to music or watching movies, you’ll enjoy an audiophile-quality experience.” a spokesperson from Auzentech stated.
This marks an interesting departure in strategy for Creative Labs. Previously, the company has been content to sell its own-brand products in its own boxes. But this move indicates a desire to see a larger ecosystem built up around its products, and the logical extension of this move would be to see Creative become the ‘audio processing unit’ provider to a number of board partners who would build their own products around it – the same model that Nvidia and ATI operate on.