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Intel insists it knows the secret of Michael Phelps' face

Technically Incorrect: #PhelpsFace became a meme during the Olympics. In a new ad, Intel says slow computers were the reason for it.

Technically Incorrect offers a slightly twisted take on the tech that's taken over our lives.

A little slow on the meme uptake?

Intel; YouTube screenshot by Chris Matyszczyk/CNET

You've likely forgotten the Olympics already.

They rush in on a tide of hype and slink away like the house guest who stayed a couple of days too long.

Still, Intel believes that you continue to have Michael Phelps on your mind. Specifically, his face.

During the games, Phelps' contorted visage became the subject of much speculation. It was so fascinating that it actually became a hashtag.

Why were his features misshapen in such a bizarre way? Was this self-motivation? Did he loathe some of the other swimmers?

Intel says it knows. It's just released an ad campaign that, among other things, reveals that the gold medalist scrunches up his face because his computer is so slow.

In ads featuring Phelps and Intel spokesman Jim Parsons, Phelps isn't happy.

In one, his PC is painfully poky. Parsons politely(ish) explains that Phelps needs a new PC powered, quite naturally, by Intel. And there's a retirement joke.

In another, Parsons directly asks, "Why the PhelpsFace?" He wonders if it's because Phelps' old computer is slowing him down. And indeed it is.

This is all fairly standard advertising fare. At least you get the message to ditch your old computer and buy a new one because it's faster.

I struggle, though, with one small logical essence.

If Intel makes computers so fast, why was it so slow to leap on this meme, when its bandwagon is now a jalopy?