Rattner, who joined Intel in 1973, is not only considered to be one of the smartest people the company has, but is expected to spice up the Intel product line with more visible enthusiasm. Other than traditional marketing executives who typically are "highly excited" when announcing new products, Rattner is Intel's über-geek and has the talent to spark excitement through his knowledge and affection for technology. Sources at Intel told TG Daily, that the company hopes that with the help of Rattner, consumers one day will see Intel products with the similar level of excitement as Apple devices.