One of the biggest myths about AMD and Intel is that an AMD chip runs hotter than Intel chip. This was valid of the K6 (and early K7s when you compare how far the K7 got pushed).
Roles have been swapped - AMD is far superior at controlling their heat and power consumption.
Power Consumption Chart
Power Consumption (Dual Core)
I recently got my mother a new computer. At first we tried purchasing it through a private dealer who tried to include a R4000 video card and secondly an intel box that was unnecessarily expensive (something like R11,000). What an utter rippoff. After a bit of a conversation with the chap, his defense was based on experiences about 4 to 5 years ago.
I cannot blame him for his experiences but I can blame him for not keeping up to date, his ignorance hurts customers and unnecessarily overcharges them.