At the press launch for Intel's New Core family in London this week, one message, as articulated by Intel EMEA product marketing director Richard Curran rang out most clearly: "A PC refresh is an urgent requirement for 2010".
Mr Curran said the combination of new technology from Intel - in the form of its i3, i5 and i7 processors - and a new OS from Microsoft - Windows 7 - made for a compelling story.
A PC fresh, he argued, would help productivity, innovation and efficiency.
It was a view shared by partner BMW. Thomas Schmidt, from BMW, said the automotive giant was committed to a refresh because the smart technology inside Intel's chips would boost productivity and that with Windows XP now a decade old, "it's a good time to switch".
Mr Schmidt explained that the Active Management Technology in Intel's circuitry, together with custom software, allowed its IT department to update users' machines remotely over a weekend - from new profiles to programmes - without a single day wasted for re-installations and configuration of new client applications.
And that can mean a huge time and cost saving - because BMW will be refreshing 85,000 PCs, 35,000 of those are laptops.
Nina Sundberg, director of Windows Client business, for Microsoft UK, explained that the desktop was becoming "an incredible enabler in a way it wasn't previously".
She stressed that Microsoft's and Intel's partnership, stretching back over 20 years, meant the two firms could deliver to consumers and businesses the power they needed.
She said in conversations with business about refreshes, she was hearing the five Cs: "Carbon neutral, Contingency, Consumerisation, Costs, Compliance".
And Intel's innovations such as turbo boost, hyper threading, active management technology, KVM, hardware supported virtualisation are clearly helping deliver the five Cs to customers.
Richard Curran summarised it best when he said: "There is a huge business opportunity for companies to take advantage of technology to enhance their business on the global stage".
You can read more about the event here at The Hypervisor.com, here at Thinq.co.uk and here at The Inquirer.