BigFoot Networks Killer NIC: Killer Marketing or Killer Product?
by Gary Key on October 31, 2006 2:00 AM EST- Posted in
- Networking
Killer NIC Marketing Materials
Instead of rewriting the BigFoot Networks marketing materials we will just present it as is in abbreviated form. There are five features that are prominently featured on the Killer NIC website and the descriptions listed below are a quick recap of these items. We have already implied the marketing utilized by BigFoot Networks is very aggressive, and while understandable to those with a marketing background (no offense to the suits) we believe the website information and advertisements set the expectations of this card too high. A little more education about the background of the technology utilized and how it really works would have been better than in your face statements about gaming domination and free T-Shirt giveaways.
In fact, the description of MaxFPS technology along with the associated graphs in the reviewers guide we received does more to explain how the card works and why than the entire website at this time. Our suggestion to BigFoot Networks is to openly provide the technical information and remember that not everyone is a thirteen year old (not that there is anything wrong with them) gamer with $279 in hand and wanting to pimp out their rig because a Killer NIC advertisement with a limping sword makes them feel inferior in some way. All this is academic anyway; if the hardware does not work then who really cares about the marketing, right? So here's the marketing spiel:
MaxFPS - MaxFPS will increase the frames per second (FPS) in most gaming systems. It does this by reducing the CPU utilization due to networking, and speeding up the main game loops of the game. For gaming systems that have older graphics cards, the additional performance in CPU, cache, and main system memory will improve the efficiency of the card. This allows it to run at more FPS or at higher resolutions and settings. For gaming systems that have new graphics cards, the FPS performance is usually limited by the performance of the main gaming loop or the CPU's ability to get data to the card. MaxFPS will improve the speed of the main gaming loop and reduce the CPU utilization and main system memory thrashing thus improving FPS. Depending upon the situation MaxFPS will use its direct transfer of data to host application memory. Latency is further reduced by eliminating the time to write in and out of the system memory.
UltimatePing - UltimatePing will reduce the effective UDP-internal ping time (ping using UDP sockets). A UDP-internal ping is very different than a standard ICMP ping such as one might get when calling "ping" from the command line. UDP-internal ping runs over a UDP socket and includes such overhead as UDP checksum, buffer copy, real data transfer, and stack efficiency. UltimatePing is based on two technologies. First it ensures that neither your operating system nor your network card is introducing unnecessary latency into your game by ensuring interrupts from the NIC and OS are efficient. Secondarily, UltimatePing uses a side effect of MaxFPS to improve the response time in the main game loop or threads.
PingThrottle - PingThrottle is a user controlled setting that literally adds latency to any outbound network traffic, effectively increasing ping a gamer has to the server. The max latency you can add is 20ms and the latency is real as it is processed by the NPU. (The basic premise is that this will allow you to placate anyone complaining about LPBs (Low Ping B...s), although the real application of the technology can be somewhat less desirable depending on your viewpoint.)
GameFirst - GameFirst basically prioritizes your inbound and outbound network traffic so that your gaming packets are delivered or received first. This feature is very useful if you are running other applications that are uploading or downloading data while gaming.
FNA - FNA stands for Flexible Network Architecture. It is in effect the infinite flexibility of the Killer NIC. FNapps are designed to allow a user to run an application with a minimal or reduced impact on the main system's CPU, memory subsystem, or hard disk. FNapps can be anything from simple packet monitoring utilities like firewalls to full blown VoIP programs or file sharing programs like BitTorrent. FNapps can be designed to utilize the dedicated USB port as well as the Gigabit port. FNapps are designed with the included open-source Linux compiler and source code. The card includes a Linux console, 64MB of RAM, and an embedded Linux build.
The single most touted feature on the Killer NIC is the MaxFPS system that includes the LLR technology. Please note these comments as we will find out shortly if they work or not. The second most hyped feature is FNA. We believe this feature can really set this card apart from others and has the potential to be the most useful feature. Unfortunately, there are no FNapps available to test at this time. Considering the time that has passed since the card was introduced and the press material describing how easy it is to make an FNapp we would have expected something to test by now. FNapps are still MIA at this time, though we understand there might be some released over the course of the next few weeks.
UltimatePing actually worked in a few of our benchmarks. PingThrottle worked as advertised and by using it continuously during a heated Quake 4 match we were able to get kicked off the server and brandished cheaters for life. (It was fun while it lasted.) GameFirst worked but the outgoing packet prioritization worked about the same as our NVIDIA nForce 590 NIC and D-Link Gamer Lounge DGL-4100 router. The inbound capability is what makes the difference although we typically would not be caught downloading or uploading files while gaming online.
Instead of rewriting the BigFoot Networks marketing materials we will just present it as is in abbreviated form. There are five features that are prominently featured on the Killer NIC website and the descriptions listed below are a quick recap of these items. We have already implied the marketing utilized by BigFoot Networks is very aggressive, and while understandable to those with a marketing background (no offense to the suits) we believe the website information and advertisements set the expectations of this card too high. A little more education about the background of the technology utilized and how it really works would have been better than in your face statements about gaming domination and free T-Shirt giveaways.
In fact, the description of MaxFPS technology along with the associated graphs in the reviewers guide we received does more to explain how the card works and why than the entire website at this time. Our suggestion to BigFoot Networks is to openly provide the technical information and remember that not everyone is a thirteen year old (not that there is anything wrong with them) gamer with $279 in hand and wanting to pimp out their rig because a Killer NIC advertisement with a limping sword makes them feel inferior in some way. All this is academic anyway; if the hardware does not work then who really cares about the marketing, right? So here's the marketing spiel:
MaxFPS - MaxFPS will increase the frames per second (FPS) in most gaming systems. It does this by reducing the CPU utilization due to networking, and speeding up the main game loops of the game. For gaming systems that have older graphics cards, the additional performance in CPU, cache, and main system memory will improve the efficiency of the card. This allows it to run at more FPS or at higher resolutions and settings. For gaming systems that have new graphics cards, the FPS performance is usually limited by the performance of the main gaming loop or the CPU's ability to get data to the card. MaxFPS will improve the speed of the main gaming loop and reduce the CPU utilization and main system memory thrashing thus improving FPS. Depending upon the situation MaxFPS will use its direct transfer of data to host application memory. Latency is further reduced by eliminating the time to write in and out of the system memory.
UltimatePing - UltimatePing will reduce the effective UDP-internal ping time (ping using UDP sockets). A UDP-internal ping is very different than a standard ICMP ping such as one might get when calling "ping" from the command line. UDP-internal ping runs over a UDP socket and includes such overhead as UDP checksum, buffer copy, real data transfer, and stack efficiency. UltimatePing is based on two technologies. First it ensures that neither your operating system nor your network card is introducing unnecessary latency into your game by ensuring interrupts from the NIC and OS are efficient. Secondarily, UltimatePing uses a side effect of MaxFPS to improve the response time in the main game loop or threads.
PingThrottle - PingThrottle is a user controlled setting that literally adds latency to any outbound network traffic, effectively increasing ping a gamer has to the server. The max latency you can add is 20ms and the latency is real as it is processed by the NPU. (The basic premise is that this will allow you to placate anyone complaining about LPBs (Low Ping B...s), although the real application of the technology can be somewhat less desirable depending on your viewpoint.)
GameFirst - GameFirst basically prioritizes your inbound and outbound network traffic so that your gaming packets are delivered or received first. This feature is very useful if you are running other applications that are uploading or downloading data while gaming.
FNA - FNA stands for Flexible Network Architecture. It is in effect the infinite flexibility of the Killer NIC. FNapps are designed to allow a user to run an application with a minimal or reduced impact on the main system's CPU, memory subsystem, or hard disk. FNapps can be anything from simple packet monitoring utilities like firewalls to full blown VoIP programs or file sharing programs like BitTorrent. FNapps can be designed to utilize the dedicated USB port as well as the Gigabit port. FNapps are designed with the included open-source Linux compiler and source code. The card includes a Linux console, 64MB of RAM, and an embedded Linux build.
The single most touted feature on the Killer NIC is the MaxFPS system that includes the LLR technology. Please note these comments as we will find out shortly if they work or not. The second most hyped feature is FNA. We believe this feature can really set this card apart from others and has the potential to be the most useful feature. Unfortunately, there are no FNapps available to test at this time. Considering the time that has passed since the card was introduced and the press material describing how easy it is to make an FNapp we would have expected something to test by now. FNapps are still MIA at this time, though we understand there might be some released over the course of the next few weeks.
UltimatePing actually worked in a few of our benchmarks. PingThrottle worked as advertised and by using it continuously during a heated Quake 4 match we were able to get kicked off the server and brandished cheaters for life. (It was fun while it lasted.) GameFirst worked but the outgoing packet prioritization worked about the same as our NVIDIA nForce 590 NIC and D-Link Gamer Lounge DGL-4100 router. The inbound capability is what makes the difference although we typically would not be caught downloading or uploading files while gaming online.
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LoneWolf15 - Tuesday, October 31, 2006 - link
Almost forgot my one other point: As others have said, Vista's TCP stack is completely different. If the Killer NIC is designed largely around the way previous versions of Windows work, even with Vista drivers it could turn out to be a high-priced piece of hardware that functions no better than a regular PCI nic.TonyB - Tuesday, October 31, 2006 - link
Instead of paying $300 to improve your World of Warcraft PIng Times you can simply do a little research. find out which WoW server is located in your geographic zone. If you live in California, look for a West coast server, if you're in New York, look for a East coast server , if you're in Chicago look for a Central server. Pay the $25 character transfer fee and move your account to the new server, viola!! decreased ping times.ps: this only works if you aren't playing in a server thats in your geographic zone already.
VooDooAddict - Tuesday, October 31, 2006 - link
Because to you... Free = $25 transfer fee and no longer playing with the same group of friends?? Not an option for most people.I aplaud BigFoot for targeting this need with thier product. Riding the coat tails of something like WoW is a tried and true buisness practice. However, it's a failed execution and from the looks of it due mainly to the price. Everyone else agree that if priced for $49 or less they could start enjoying part of that big pile of money called WoW?
$49 for a card that could help keep things running smoothly in large raids with teamspeak running full tilt? They could drop the giant K and the embedded linux to help reduce costs as 95% of the WoW target wouldn't care about those features.
Spacecomber - Tuesday, October 31, 2006 - link
I'll try not to repeat what has already been said about this NIC and Anandtech's review of it; I did have a few random thoughts after skimming through the article.I felt like I had to give BigFoot credit for apprarently seeking out this review from Anandtech. Although they had a lot to gain from a good review, because of the extent of Anandtech's readership and reputation, they must have known that their card would have to deliver on what was advertised in order to get any sort of positive grade (and in the end it did fail to deliver on all but a insignificant fraction of what it promised).
On the other hand, this gets us to the meat of the article. Besides the issue of price, the main problem with this card is that it just isn't ready for prime-time, yet. This means that anyone who does spend $280 on this card is essentially signing up as a beta tester for a product this is still in development. Although gamers probably are familiar with this role (being the first to own some new hardware or new game means being the first to encounter unresolved and frustrating bugs), it still seems a bit perverse to have to pay so much money for this dubious honor.
Given that this seems to be current state of affairs with "cutting edge" games and hardware, I couldn't help imaginging how it would make more sense to put the (presumably) free products into the hands of users who know that they are expected to beta test and work with tech/support staff to make a potentially good product better, rather than the apparent current practice of putting new products into the hands of people who are only required to evangelize for the company.
I guess somewhere along the way the marketing people won out, and comapnies now find their money better spent on marketing rather than product development. Personally, I can't believe that viral marketing is going to be more helpful at making this product a success than would money spent on further testing and development.
Essentially, this is what BigFoot got by their providing a card to Anandtech for testing (constructive feedback and a willing partner to test out potential fixes - in the form of new drivers). But, I suppose BigFoot has bills to pay, now, before they can even worry about getting this card fully up to specification, and this means that someone has to pay.
WileCoyote - Tuesday, October 31, 2006 - link
Review was too wordy! Just large paragraphs of text without any type of organization. Dullest Anandtech article ever.goinginstyle - Wednesday, November 1, 2006 - link
Dullest response ever and it did not take a PhD to write my response. The article flowed from an introduction, with understandable technology descriptions that were not in other reviews, to results with a subjective/objective based ending. It had a couple of wordy sections but it was a lot better than most of the one line sentence descriptions you see in articles today. So please go buy a card, test it, and then provide us your perfect review. If you are unwilling to do this then at least tell us how it should be organized so anthropologists from around the world can understand it. I am sure Eric R. Wolf is turning over in his grave today because an anthropologist did not like the organization of an article.
WileCoyote - Thursday, November 2, 2006 - link
Chill out! Don't get so stressed out over 3 sentences and someone else's opinion. Big deal, I think it's a poorly written article when compared to previous ones at Anandtech. And I'm not questioning the author's education or net worth. I have left dozens of positive comments for previous Anandtech articles/authors so I'm not trolling either.goinginstyle - Thursday, November 2, 2006 - link
The fact is you have not offered an opinion on how to improve the article. You bash it but have not replied as to how you would have written it. If you think it is poorly written and have no issue critizing the author then at least leave a few comments on how you would have changed it. He at least asked for your opinion and others on how to improve the article. If you cannot respond in a professional manner to that request then you are trolling. Tell us how you would have organized the article? Better yet, test the card, and post your own review. You could simply take the time and email Gary with your revisions. He has already edited the article and the sections I thought were a little wordy are gone. Of course I emailed him and relayed my thoughts about the subject instead of dropping a one line dump in the forums.
WileCoyote - Friday, November 3, 2006 - link
Based on your replies I have learned the following:1. If you think an article is poorly written, buy the item and review it yourself.
2. If you do not write in a "professional manner" do not write anything at all. Ha!
3. If you say an article is "too wordy" people will not understand that the solution is to write less words.
4. Talking with people here is a big waste of time. They think they are always right and smarter than you.
The article was boring to me and I dropped a note to say that. I'm sorry for any hurt feelings as a result. If you know me better than I do and want to argue that the article was not boring to me, then feel free. Everything else you have said has nothing to do with what I originally said. I don't know, maybe you had a bad day at work and need to take it out here? Or maybe you want to aim at the easiest target in a thread... say, mine? Go find something challenging and worth spending time on. Unless this is the only way you feel smart? By the way, this post was too wordy. Boring even...yawn.
goinginstyle - Wednesday, November 29, 2006 - link
You must work in a really small cube. Yawn......