After watching Paul Otellini's ICES keynote, I was left wondering what Viiv is exactly. Is it a new Intel chipset that works only with the the new Core Solo and Duo? Is it a whole new technology invented by Intel or refined by Intel to place Intel chips between your TV and your incoming video signal (whether cable, satellite, HD-DVD, Blu-Ray, streaming video, etc.)? Is it a fancy DVR? Does it require special new Intel software to run? Will that software be available for both PC and Mac? Is it is new set of SSE3 (vector) instructions on the chip?
What exactly is Viiv? What, in tangible physical terms, is Viiv? And why won't AMD be able to give us the same media experience with their chips?
It turns out, I think, that the original poster may be correct: Viiv appears to be just a marketing catchphrase to get you to buy Intel chips.
Apple's Front Row and iTMS have the potential to evolve into something even better (imho) than Viiv, whatever Viiv is.
So it could be FUD after all. You will fear that your computer will be a sub-par, deficient system without the Viiv sticker. You will be uncertain that you're getting the best media experience without Viiv. You will have doubts that you made the right purchase decision if it does not say Viiv on the box.