Dixons has hit back at allegations by Intel's chief executive that the UK retailer charges "ridiculous margins" for PCs.
Intel's Craig Barrett made the comments at the Comdex show in Las Vegas yesterday, backed by senior vice president, Paul Otellini.
At his last visit to London Barrett cavilled at European sales and made references to some outlets selling product at higher than necessary prices.
But his latest statement seems surprisingly blunt and will deepen the perception that Intel is losing market to clone x.86 chip makers, such as AMD and Cyrix.
That, at least, is Dixons view.
A Dixons statement said the group "can make no sense of this comment" but added that Intel was losing marketshare in its stores, which include PC World and Currys.
"What is really happening is that we are selling more PCs in our stores that have non-Intel chips in them and their marketshare has fallen considerably," the statement reads.
The Dixons Group introduced its first sub-#500 PC on 30 October, powered by a Cyrix processor, as first revealed here.
But last week Asda joined the rush to sell PCs through its chain of supermarkets and described "some retailers" as selling units at too high a price.
Intel announcements over the last few weeks show that the company is taking the entire budget PC market seriously as its marketshare is eroded by competitors.
Cotton seedling freezes to death as Chang'e-4 shuts down for the Moon's 14-day lunar night
Fortnite easily out-earns PUBG, Assassin's Creed Odyssey and Red Dead Redemption 2 in 2018
Meteor showers as a service will be visible for about 100 kilometres in all directions
Saturn's rings only formed in the past 100 million years, suggests analysis of Cassini space probe data
New findings contradict conventional belief that Saturn's rings were formed along with the planet about 4.5 billion years ago